Launching Uniqlo in India: stories told in bold strokes and vibrant colours

For Uniqlo’s launch in India, we crafted content that perfectly aligned with the brand’s Japanese sensibilities and distinctive tone of voice.

Uniqlo LifeWear stands for “simple made better” – minimal in design, yet exceptional in comfort. Inspired by this Japanese-minimal philosophy, we brought this ethos to life in India by making simplicity our canvas. Our artwork told stories using the fewest, boldest strokes, created with black ink and brush—traditional tools of Japanese art—that captured the brand’s core values.

To localize the narrative, we seamlessly wove Indian elements into Uniqlo’s aesthetic. By blending Indian subjects with Uniqlo’s signature colors—most notably the iconic red—we created visuals that were basic yet striking, mirroring the elegance of the brand itself. Every piece was a reflection of Uniqlo’s philosophy: minimal, meaningful, and effortlessly beautiful.