CARTA
Strategic Service Design
This project was completed as part of a Strategic Service Design course at Kyushu University, where our group was tasked with developing a future-facing Product Service System concept for CARTA, a Japanese fragrance brand rooted in regional craftsmanship and natural scent. The project spanned multiple phases across the semester, with each group member contributing to different areas of research, strategy, and design. My contributions focused on the Visual Brand Language summary and the Ecosystem design within the Product Service System.
Client:
CARTA
Role:
Design Strategist
Year:
2025
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Challenge
CARTA's identity is deeply tied to Japan's regional culture and natural beauty, but the challenge was to imagine how the brand could grow and stay relevant by 2030. As consumer behavior shifts toward more sensory, authentic, and culturally grounded experiences, the question became how CARTA could expand its reach while staying true to its core values. The challenge was to develop a cohesive service concept that connected product, service, and ecosystem touchpoints in a way that felt intentional and human.
Objective
The goal was to design a future Product Service System for CARTA that could connect Japan's regional scents to a global audience by 2030. This meant developing a brand strategy, future scenarios, personas, and a full ecosystem of products and services that worked together as a unified experience.
Results
The project resulted in a fully developed service design concept covering brand strategy, scenario planning, persona development, and a multi-touchpoint ecosystem. Working across a multilingual, international group deepened my ability to collaborate across disciplines and communicate design thinking in a structured and strategic way. The project also pushed me to think beyond screens and consider how experience design extends into physical space, cultural context, and long-term brand vision.
