It serves as a platform for sharing insights on Japan, highlighting lesser-known cultural movements, brands, and much more.

For the brand identity, my goal was to keep it minimal yet unique. I chose a range of shapes as the core visual, symbolising the diverse content Fancy Jasper covers. Each shape represents a different cultural aspect, whether food, fashion, art, or travel, and together they create a cohesive identity that reflects the richness and variety of our focus.

I selected primary colours like blue, yellow, green, and black to give the design vibrancy and boldness, while the simplicity of the shapes adds modernity and minimalism. The geometric font for the logo reinforces this clean, contemporary aesthetic.

The thin black borders dividing the sections of the website are inspired by traditional Japanese screen dividers, or shoji, adding a subtle cultural touch.