The Challenge
Tsuchi was entering a saturated clean beauty market where every brand claimed naturalism through the same white-surface, clinical aesthetic. The brief required a direction that communicated efficacy through restraint — not through science graphics or perfection.
The Solution
MIRAÉ built the visual system around process and materiality rather than product glamour — fermentation vessels, botanical residue, and pale stone surfaces as the primary visual register. Products appeared in context, not isolation, positioning Tsuchi as a craft practice more than a SKU range.
Result
The launch was picked up by Vogue Japan and several independent beauty editors as a rare example of visual integrity in the skincare space. Tsuchi sold out its first production run within six weeks of launch.
