Onsen: A new standard for towels

As Creative Director for Onsen, I led a full refresh of the brand’s visual identity, messaging, and site experience—bringing clarity, warmth, and focus to its next chapter. The goal: elevate how we told the story of the products' technical and functional benefits, while making space for the emotional side of everyday rituals. From strategy to execution, we aimed to create a brand that felt as fresh and intentional as the towels themselves.