Plates with a story.

Passing cherished tableware from chefs to new hands.

"Tabizara" is a service that gives a second life to handcrafted tableware used by top chefs in renowned restaurants across Japan. I was responsible for naming the brand, developing its concept, creating the key visual, designing the website, and producing promotional tools.

Issue

Adding new value by embracing the journey each plate has taken.

Just as vintage clothing carries unique value, could tableware also gain worth from being cherished over time? This project was born from the idea that tableware used by top chefs or repaired with kintsugi might hold greater value than new pieces.
Leveraging the expertise of KOMEHYO, a leader in luxury brand resale, and collaborating with Culture Generation Japan, which operates a subscription service for Japanese tableware, the brand was brought to life.

Weaving a journey’s story as tableware passes from one hand to another.

By framing the journey of tableware passing from chefs to new owners as a "travel story," we designed a communication approach that encourages people to reflect on each Tabizara piece.
The key visual features a sky backdrop, evoking the sense of a plate embarking on a journey. Additionally, we collected stories from the chefs who used these plates, presenting them alongside details about their origins, makers, and specifications—highlighting the depth and unique value of each piece.

This storytelling approach extends to Tabizara pop-up stores across various locations and social media, gradually expanding its reach and community.