Tokyu Hands rebrands to HANDS, expands products and services

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Japanese stationery and lifestyle brand formerly known as Tokyu Hands will now be known as HANDS with an updated logo, revamped services and new product offerings. The rebrand is in conjunction with a management change in Japan that was revealed on 31 March last year, when Hands became a subsidiary of CAINZ Corporation.

The rebranding will more accurately honor HANDS' founding purpose of "restoring the hands" and moving forward into the future while inhering the past, according to a statement by the brand. With its new name, the brand also aims to spark creativity, stir inspiration and drive excitement at home and in one’s life.

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The new logo bids farewell to its green pointing hand icon and adopts a stylised image of the kanji word "te" (手). By using a continuous stroke to write words, HANDS highlights the desire to inherit the past while updating itself for the future. It also incorporates its traditional deep green colour branding to uphold HANDS’ values and sense of familiarity with its customers.

In Singapore, all stores island wide will adopt the refreshed brand name and logo by the end of March 2024. However, the brand’s refresh is more than just cosmetic as the brand will be introducing 1,200 unique new products to its Singapore stores.

HANDS stores in Singapore will also have free engraving services for selected pens and a new Japanese gift-wrapping service that combines a non-woven bag with an environmentally friendly paper closure and seal. The Orchard Central outlet will include a healthcare corner where beauty and wellness enthusiasts can test various healthcare products before making a purchase.

Brands refresh their logos or assets for a plethora of reasons. Recently, Swedish accessories company Happy Socks refreshed its brand identity with an updated logo, product labels and on-product branding. To celebrate its new look, the vibrant sock brand collaborated with 18 artists to launch a collection in celebration of its new look.

Working with Paris-based agency Yorgo&Co, the new visual identity aims to stay true to its core values of being bold, happy and ever-playful while also connecting with and inviting customers into the world of Happy Socks.

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