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.