UNITEI is a toiletries brand which is inspired by Japanese healthy lifestyle. Starting out with children wet tissue products, they intend to expand their range of products in the future to meet the needs of every family member. We were delighted to be involved in the very early stages of their brand development which included naming, visual identity, packaging, POS materials, catalogue as well as a set of brand identity guidelines, using minimalistic typefaces and Japanese characters, to represent the overall idea.