Shibui

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Shibui is one of those untranslatable words that distils the essence of a particular country.

Shibui is a Japanese word that describes an aesthetic of simple, unobtrusive beauty. Design in harmony with nature, where every form has a function and every detail a purpose.

It’s also the name of a Swiss homeware brand, hand-made by award-winning Greek designers Constantinos Hoursoglou and Athanasios Babalis.

I drafted subtle but straightforward copy for the Shibui website and came up with a suitably understated tagline. Simply beautiful.