AAPOULSoftware & MiyabiBase
日本語MiyabiBaseAPOUL HUB
A brand of APOUL A&J

Coming together, before it is finished.

Room around the sweetness. The scent of strawberry. A bottle worth being glad about. The record of a brand as it grows.

Room around the sweetness.

The scent of strawberry. A bottle worth being glad about.
The record of a brand as it grows.

In planning

A white Standard, and a pink limited idea.
The direction of the design is coming into view.

An ivory MIYABI15 shampoo bottle with a deep red pump, an embossed strawberry motif and a small APOUL mark
THE ORIGINAL IDEA — a design concept
01 / COLLECTION

One brand, two moods.

White as the Standard package. Pink Tropical as a limited-run idea. These two designs are the starting point.

The Standard package design adopted for MIYABI15, in white: shampoo, conditioner, body wash, skin lotion and fragrance

STANDARD / the everyday idea

The white that becomes part of every day.

A soft ivory, clean lettering, a fine strawberry motif. The bottle you are glad to keep beside you every day is the standard for this line.

01 Shampoo02 Conditioner03 Body Wash04 Skin Lotion05 Fragrance

The images are the adopted design concepts. Whether these become products, and their formula, size, price and release date, are all undecided. The scent and selling period for Tropical are still to be worked out.

02 / BRAND JOURNAL

A strawberry that is not too sweet, in one bottle you want to pick up.

This is where it started.

The name is MIYABI15 — the sound of 雅 (miyabi, elegance), with the playfulness of いちご (ichigo, strawberry) laid over it.

It began as a beauty product that smells of strawberry. Cute on its own was not quite enough, and standing out on its own was not quite the point either. The goal was something you would choose for yourself.

We started by talking through the scent we had in mind, then lined up package after package. Layering “this one” against “close, but not quite,” we are working out, a little at a time, what MIYABI15 actually is.

BRAND NOTE / 001

Something you use every day — so every time you see it, you want to feel glad about it.

NOTE 01 / Name and scent

Turning “strawberry” into something a little more grown up.

The brand began from the direction of a strawberry scent that is not too sweet. The scent itself is still to be confirmed through prototypes.

NOTE 02 / Design

After trying a lot of things, we came back to white.

A strong red, a cute pattern, a flashy label — we compared them all, and set a small APOUL mark on the white bottle we chose.

NOTE 03 / Two moods

White as Standard. Pink as Tropical.

A calm white and a lively pink. We adopted each as an everyday line and a limited-run idea, and used that to set the direction for the series.

03 / DESIGN ARCHIVE

Even the ideas we did not choose found a piece of what MIYABI15 is.

Choose a design and the image and description change with it. These are the designs we actually compared.

The shampoo concept that became the starting point for the white Standard line
THE ORIGINAL

The white original

This was the look we came back to.

After trying a number of things, we settled on ivory with a deep red. A strawberry motif was added quietly, in an embossed style, with a small APOUL mark added last.

The starting point for the white Standard line. The design currently adopted for the series is shown in the collection above.

WHAT WE KEEP

What matters to us.

01

Sweetness, with elegance.

The everyday white, and the limited pink idea.

02

Still recognisably strawberry.

A motif for Standard, a fuller label for Tropical.

03

A small signature.

MIYABI15 in front, with APOUL kept quietly beside it.

A NOTE ON FRAGRANCE

Recognisably strawberry. Restrained about the sweetness.

Now that the look is coming into focus, the scent that suits it is next.

This is the direction for the everyday scent. Prototyping and evaluation are still ahead. The character of the Tropical scent is undecided.

04 / THE NEXT CHAPTER

Leaving a record here, all the way to the finished product.

What has been decided, and what is still being weighed — both go into the journal.

  1. 01

    Where we are now

    The brand and the design, in outline.

    The name, the idea for the scent, the white Standard and the pink Tropical idea. The direction for the design has been chosen.

    Direction chosen
  2. 02

    Next to check

    Finding the scent and the feel of using it.

    The balance of strawberry character and sweetness. We are narrowing down OEM candidates and what to check through prototypes.

    Ahead
  3. 03

    To be worked out

    Turning the design on screen into something you can hold.

    The container, the colour, the printing, how the motif is produced. We will be checking how these turn out as real objects.

    Planned
  4. 04

    Further ahead

    Once it is ready to reach people.

    Once the specification and release plans are set, this page will say so.

    Date undecided

Frequently asked questions.

No — this is still at the planning stage, so we are not taking sales or reservations. Information about a release will be shared here once it is decided.

The images show the direction of the design we adopted. The finished product may differ once the container and manufacturing are worked out.

It is being planned as a limited-run line. The selling period, quantity, scent and which products it covers are all still undecided.

TO BE CONTINUED

Room around the sweetness.

MIYABI15 by APOUL

Contact

Questions about MIYABI15?

Press and business enquiries go through the contact page as well.

See how to get in touch