Maison Kitsuné
Chez Kitsuné, Tableware Line
A textile tableware line extending the Maison Kitsuné universe onto the table, with its identity, drawings, prototypes and launch plan.
BRIEF
Maison Kitsuné has spent two decades turning a French label into a lifestyle brand across fashion, music and Café Kitsuné. The ESMOD Synergy Challenge, run with Kitsuné Paris on the theme of commitment, asked for a new line that could extend that universe credibly. The opportunity was the table: a category that carries the café's warmth into the home, and a way to answer fabric waste with objects used every day.
APPROACH
The work began with the brand's own codes: Paris and Tokyo, playful but precise, and a community built around shared moments. Four audiences were defined, cultural explorers, fashion-forward millennials and Gen Z, socially conscious shoppers and discerning buyers, and each was held against the values the line had to carry: interaction, sustainability, playfulness, practicality, community and usefulness.
That pointed to textile tableware rather than cookware, so the range could be made from fabric and shaped by the café. Design options were drawn for every piece before technical drawings, and the prototypes were photographed laid for a real meal outdoors.
OUTPUT
A five-piece textile tableware line, Chez Kitsuné, with its identity, drawings, prototypes and a launch plan.
- Five-piece product rangeNapkins, apron, table runner, place mat with a sewn-in cutlery sleeve, and trivet
- Brand identityName, logo, the tagline Add a seat to your table, palette and type system
- Design optionsAlternatives drawn for every piece in the range
- Technical drawingsFlat specifications with stripe and weave swatches
- Photographed prototypesThree table settings shot outdoors in daylight
- Launch event planAn exclusive launch at Café Kitsuné Vertbois, For a shared moment
- Distribution planCafé Kitsuné, a dedicated site, social, and future pop-ups
IMPACT
- Products in the line, Project scale
- 5Products in the line
- Audience segments defined, Project scale
- 4Audience segments defined
- Brand values carried into the product, Project scale
- 6Brand values carried into the product
- Prototype table settings photographed, Project scale
- 3Prototype table settings photographed
Underwall
Artistic Imperfection, Issue 01 · Founder Project
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