A localization project spanning from user research to the development of a Japan-specific brand style guide.

There was a gap in design preferences and brand perception between the global design team at the California Wine Institute and the local design team in Japan. To help both teams create work they could align on, btrax worked with them to clarify and establish a shared understanding of the brand’s core values.

The client wanted to create designs that would resonate more naturally with Japanese audiences while maintaining the tone and visual identity of the global brand. To achieve this, we conducted user research with wine consumers in Japan to understand their preferences and perceptions.

Based on these insights, we developed a localized style guide for the Japan team, providing a framework for creating designs that stay consistent with the global brand while better fitting the Japanese market.