Merch Launch

Norigami’s first merch collection

Context

Much like how origami transforms a single sheet of paper can transform into countless forms, Norigami celebrates the endless expressions of fish—from nigiri and sashimi to maki and hand rolls.
Inspired by this philosophy, we envisioned Norigami’s first-ever merchandise collection around traditional origami paper, adopting the distinctive patterns of origami paper as its central design motif.
My role was to develop the visual identity for the collection, produce visual assets through photography, and plan and execute the launch strategy across our digital platforms.

Step 1: Creative direction

This merch campaign was built around authenticity, showcasing the collection through the chefs who wear it every day. By photographing the merchandise in the restaurant’s natural environment, the imagery feels genuine to the Norigami brand while celebrating the chefs behind the restaurant. Product-focused assets complemented the lifestyle photography by highlighting the texture and design details of each tee and hat, creating a balanced asset library for both storytelling and product marketing.

Step 2: Photoshoot

Executed the shoot based on the moodboard while adapting compositions and styling organically throughout the day. Directed chefs to model the merch in their natural work environment, capturing authentic lifestyle moments in the restaurant alongside detailed close-up shots that highlighted the fabric textures, embroidery detail, and print design of the tees and hats.

Step 3: online shop

Designed and built our merch page on Squarespace, creating a dedicated product page that showcases each item with pricing, descriptions, and visuals from the campaign photoshoot. The site was structured to provide a seamless shopping experience while maintaining consistency with the brand’s visual identity.

MERCH PAGE