It is hard to find and make the time for ourselves while being busy with our precious customers. But this time, we said that it was so important to feel connected through one vision, that this brand essence by Alexander Imhoff is truly something that makes us feel at Kainjoo part of one true family. Remember, Kainjoo is composed of 2 keywords: Kanjo for emotion and Kaizen for continuous progress. This is the skeleton of our promise: Emotion through continuous progress. You might ask: OK, so what? What does continuous progress mean, and what link does it have with emotions. That is exactly it. Less and less. And this is what we are fighting for. Everyone is looking for the new stuff, the stuff that you can quickly set up, the 30 seconds elevator pitch. Sometimes, things aren’t that easy, and we can’t do it the “Starbucks way”, a.k.a. pitched during waiting for your coffee. Unfortunately, sometimes things need to penetrate your mind by consistent repetition, in waves that will push you forward and help you change. This is why we took Kaizen as this evolutionary process for brands to set up and mute into more agile beasts, adapting to their market easily and not becoming some big fossils people look at in museums. The premise behind the brand is to ensure we can deliver what we pitch as ideas and not let them stay in keynotes. If we can’t justify an idea from a business point of view, it stays in the closet, and this is not who we are. We ignite them, and this is how we came up with a strong and bold statement: We do not believe in business miracles; we build them. Indeed. Most of the ideas we might have or face are not technological challenges but mostly human-related. Choosing the Japanese theme came naturally: Kaizen is a methodology coming from the rising sun while they uniquely balance this duality between innovation and tradition. Kainjoo as a brand is a gateway between a world full of possibilities and very conservative industries. It is positioned on the hardest cases for the good reason to ignite this creative brain of ours and push us to the boundaries. Once we know what is possible and set up the adoption machine internally, the true fun begins. Visually, the brand pushes this duality syndrome into each element, choosing clean font but a bold statement, for instance, or rich ideas presented in black and white. As always, quite hard to keep up to the best practices internally, but we wish to find the time to explore this brand and what we can do to live up to the promise. A brand is a living beast, so we will tame it along the way and also grow with it.