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Nijinana Brand and Products

Nijinana was a self-launched project during the COVID-19 lockdown. During those hard times when the world almost came to a complete stop, we wanted to wake up every day to work on something fun and colorful, and that’s how the Nijinana brand and website were born.


Nijinana means seven rainbows in Japanese. The sound of the word brings a smile to people’s faces. This idea perfectly captured the spirit of what we wanted to build. Even though the brand started designing fanny packs, we wanted to leave the door open for other products, and Nijinana is broad and abstract enough to leave that door open.

The concept

Bring color and happiness to people’s lives through a universal language. Our brand concept aimed for that sweet spot between being cool and childish. We aimed to transport the customer to a world of fantasy when he or she is able to feel like a child again and feel good about it.

Dynamic Brand

There is no one object that represents happiness. Happiness is as subjective as an emotion can be, and it is only natural that different things bring joy to different people. That is why we opted for a dynamic brand which could embrace this diversity and represent everyone’s idea of happiness through a coherent system that brought unity and harmony to the brand visuals and expression.