Case Study

MOLDINO Branding

  • Corporate Branding / Production of Various Tools

CLIENT : MOLDINO Tool Engineering, Ltd.


MOLDINO manufactures and sells cutting tools and materials made of cemented carbide and special steel. In the midst of the change from the Hitachi Group to the Mitsubishi Materials Group, MOLDINO began working with us as an external partner in their rebranding project to evaluate the ways in which they could enhance their strengths, corporate vision, and brand value.

Issue & Solutions

Quantitative and qualitative research was used to understand the brand image of the company, and the customer, in order to define the ideal brand image. For qualitative research, we employed techniques involving mental imagery. The brand image was clarified through keywords and images, and reflected in all the experiences provided by Mitsubishi-Hitachi Metals Machinery, Inc. to build up the company’s unique strengths. During the creative process, we conducted workshops and other activities to directly incorporate the user’s perspective.


Based on the results of the research and workshops, a new brand message and logo were developed. Additionally, regulations for design management were developed to create and maintain a unified brand image. In 2020, with brand in tact, Mitsubishi Hitachi Tool Engineering, Ltd. was reborn as MOLDINO, Inc.