2020/2021 Winners & Shortlists

Background

INTERSECT by Lexus is Lexus’ lifestyle-hub/restaurant brand in Tokyo, New York and Dubai. But how do you translate the ethos of a luxury car to a restaurant brand? When Lexus gave us the task of rebranding INTERSECT in Dubai, we naturally turned to Lexus’ founding principles for inspiration.

Describe the creative idea (40% of vote)

The ‘Takumi’ master craftsmen are the guardians of Lexus’ artisan philosophy, they give a human touch to every aspect of Lexus design and development. One of the tests that the Takumi craftsmen have to pass is the origami test. A test that demands great speed and skill under pressure. It was this 'Takumi' test that influenced the visual language for INTERSECT.

Describe the execution (40% of vote)

We created bespoke iconography using this origami test as a starting point which later influenced our entire visual language for this rebrand. The paper folds became both a pattern to compliment the lexus spindle grille motif and the skeleton for a layout grid system which ultimately helped us create a recognizable visual language.

List the results (20% of vote)

With a budget of 90,000 USD for the rebrand, we had over 11.4% increase in sales.