( Rinnai ) Micro Bubble Bath Unit Cm

For the brand renewal of Rinnai’s Micro Bubble Bath Unit, we led the project from brand strategy and concept development to TV commercial planning and creative direction, digital, graphics, and product design. The project began with the renewal of an existing product previously marketed as Bi-Hakuyu. Through a series of Brand Sprint workshops with members from product development, sales, and other teams, we reconsidered not only the product’s functions and market positioning, but the deeper value Rinnai could bring to people’s lives through this technology. Rather than focusing on the technology that generates microbubbles itself, we turned our attention to the comfort, sensory experience, and richness of time it creates. The product was repositioned from one defined primarily by functional benefits into a brand that elevates the everyday experience of bathing, rebuilding its direction and communication under the Micro Bubble Bath Unit identity. For the TV commercial, rather than relying on conventional explanations of specifications and performance, we expressed the experience of being immersed in warm water and the gradual release of body and mind through light, water, skin, sound, and film. This world was extended consistently across digital, graphics, photography, and product design, transforming the project from a product renewal into a prototype for a new Rinnai brand experience. It became the starting point for the broader brand development work that followed.