Brand Identity System · 2025

AmiRaSa

皮膚の詩  ·  Poetry of the Skin

Ultra-Luxury Japanese Skincare · Anti-Aging & Brightening

美
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01 · Brand Positioning

Brand Essence

AmiRaSa is the convergence of ancient Japanese ritual and cutting-edge biotechnology — a brand that does not compete on price, but on philosophy. Where SK-II speaks to aspiration and Shiseido to heritage, AmiRaSa speaks to transformation.

Name Origin

Ami (編み) — to weave, to knit together
Ra (羅) — fine silk gauze, luminous fabric
Sa (沙) — sand, purity, refinement

Together: "Weaving luminous purity"

Competitive Space

Positioned above SK-II and Shiseido in perceived luxury. Competes with La Mer and Clé de Peau on efficacy narrative. Differentiates from K-Beauty through Japanese precision and patented ingredient science.

Brand Pillars

  • 和 Japanese Mastery
  • 科 Patented Science
  • 美 Luminous Beauty
  • 純 Ritual Purity
03 · Color System
Lacquer Black #1A1209 Primary · Ink
Kinpaku Gold #B8975A Accent · Luxury
Washi Cream #F5EDD6 Background · Light
Deep Umber #2C2416 Secondary Dark
Pale Bamboo #D4C4A0 Neutral Mid
Beni Red #8B1A1A Accent · Seal

Extended Palette

#0D0A05
#1A1209
#2C2416
#3D3220
#5C4D35
#8C7A58
#B8975A
#D4B87A
#E8D4A0
#F5EDD6
#FAF6EE
#FDFBF7
Lacquer on Washi Primary text combination

Primary text on light backgrounds. Use for body copy, headings, and all primary communication.

Gold on Lacquer Premium accent combination

Headlines and accent text on dark backgrounds. The signature luxury combination for packaging and campaigns.

Gold Accent on Washi background

Accent headlines on light backgrounds. Use sparingly for maximum impact on editorial layouts.

04 · Typography System

Display · Cormorant Garamond Light 300

The Art of
Luminous Skin

Cormorant Garamond · 300 · 72–96px · −0.02em tracking

Heading 1 · Cormorant Garamond Regular 400

Patented Japanese Biotechnology

Cormorant Garamond · 400 · 40–52px · −0.01em tracking

Heading 2 · Cormorant Garamond Italic 300

Six Precision Actives. One Ritual.

Cormorant Garamond Italic · 300 · 28–36px

Subheading · Jost Light 200

ANTI-AGING & BRIGHTENING SERUM

Jost · 200 · 11–13px · +0.35em letter-spacing · ALL CAPS

Body · Jost Light 300

AmiRaSa's inaugural serum unites six precision-engineered actives — from Galactomyces Ferment Filtrate to patented Nahlsgen — in a weightless, fast-absorbing formula. Each ingredient is sourced and manufactured in Japan, held to the highest standards of purity and efficacy.

Jost · 300 · 16–18px · 1.8 line-height

Caption / Label · Jost Regular 400

Nahlsgen 0.5% · Acetyl Hexapeptide-8 2% · Matrixyl-3000 3%

Jost · 400 · 11–12px · +0.15em letter-spacing

Type Scale

Display 80px / 5rem Cormorant Garamond 300 Hero headlines, campaign titles
H1 48px / 3rem Cormorant Garamond 400 Section titles, page headers
H2 32px / 2rem Cormorant Garamond 300i Sub-sections, pull quotes
H3 22px / 1.375rem Jost 300 Card titles, feature names
Label 11px / 0.6875rem Jost 200 · ALL CAPS Eyebrows, tags, categories
Body 16px / 1rem Jost 300 Paragraphs, descriptions
Caption 12px / 0.75rem Jost 400 Ingredient lists, footnotes
05 · Brand Voice & Tone

We Are

  • Quietly confident
  • Scientifically precise
  • Poetically Japanese
  • Ritually intentional
  • Effortlessly elevated

We Are Not

  • Loud or promotional
  • Trend-chasing
  • Overly clinical
  • Accessible-mass
  • Apologetic

Voice in Practice

✗ Don't

"Our serum has 6 powerful ingredients that fight aging fast!"

✓ Do

"Six precision actives, centuries of Japanese wisdom. One ritual that transforms."

✗ Don't

"Buy now and get glowing skin in 2 weeks!"

✓ Do

"The skin remembers every ritual. Begin yours."

Tagline System

Primary

皮膚の詩 — Poetry of the Skin

Campaign

Where Science Meets the Ancient Art of Japanese Beauty

Product

Six Actives. One Ritual. Infinite Luminosity.

Heritage

Born in Japan. Perfected by Science. Worn by Few.

06 · Social Media Templates
07 · Ingredient Identity Cards

Each active ingredient has its own visual identity within the AmiRaSa system — used across packaging inserts, digital content, and retail displays.

01 0.5%
新

Nahlsgen

PATENTED ACTIVE

A next-generation skin-renewal molecule. Nahlsgen works at the cellular level to support skin's natural regeneration pathways, visibly improving texture and resilience over time.

Water · Methyl Carboxymethylphenyl Aminocarboxypropylphosphonate · Butylene Glycol
RenewalResilienceTexture
02 2%
筋

Acetyl Hexapeptide-8

NEURO-PEPTIDE COMPLEX

Known as the "Botox alternative," this precision peptide targets expression lines at their source — relaxing facial muscle contractions to smooth and prevent dynamic wrinkles.

Water · Acetyl Hexapeptide-8 · Caprylyl Glycol
Anti-WrinkleExpression LinesFirming
03 3%
膠

Matrixyl-3000

COLLAGEN PEPTIDE MATRIX

The gold standard in anti-aging peptide science. Matrixyl-3000 stimulates collagen and elastin synthesis, restoring the skin's structural architecture for visibly plumper, firmer skin.

Palmitoyl Tetrapeptide-7 · Palmitoyl Tripeptide-1 · Polysorbate 20
CollagenFirmnessAnti-Aging
04 5%
麹

Galactomyces Ferment Filtrate

JAPANESE FERMENT ESSENCE

The legendary yeast ferment discovered in Japanese sake breweries — where workers' hands remained remarkably youthful. Rich in vitamins, amino acids, and brightening compounds.

Galactomyces Ferment Filtrate · Phenoxyethanol
BrighteningRadiancePore Refining
05 5%
柚

Yuzu Extract

JAPANESE CITRUS BOTANICAL

Harvested from Japan's prized yuzu citrus, this extract is exceptionally rich in Vitamin C and natural AHAs. It brightens, evens skin tone, and imparts a luminous, translucent glow.

Butylene Glycol · Water · Citrus Junos Fruit Extract
Vitamin CEven ToneLuminosity
06 1%
藻

Algae Extract

DEEP-SEA MARINE BOTANICAL

Sourced from Kjellmaniella Crassifolia — a rare Japanese deep-sea kelp — this marine extract delivers intense hydration, antioxidant protection, and skin-barrier reinforcement.

Kjellmaniella Crassifolia Extract · Butylene Glycol · Water
HydrationAntioxidantBarrier
08 · Packaging Concept
AMI RASA Bio-Activation Serum — four-angle product photography
Bio-Activation Serum Four-angle studio photography · AMI RASA

Packaging Direction

Primary Material

Frosted borosilicate glass with matte lacquer-black finish. Gold foil stamping for wordmark and symbol.

Cap

Weighted matte black aluminum dropper cap with gold-tipped pipette. Satisfying magnetic closure.

Outer Box

Rigid matte black board with debossed symbol. Interior lined in washi-cream tissue. Gold ribbon pull.

Label

Cormorant Garamond wordmark in gold foil. Ingredient list in Jost Light on reverse in cream ink.

Seal

Red hanko seal on box closure — authenticating Japanese origin and artisanal quality.