the process began in january 2014, with the agency studying japanese culture to better represent a succinct identity. the name ‘nozomi’ was chosen by the founders of this project being a ‘japanese high speed bullet train’ and at the same time meaning ‘fulfilled dream’; two significances with which josé miguel and nuria felt embodied a duality continuously present through the whole project: ‘emotional classic’ and ‘rational contemporary’. ‘starting with the brand image we can see how this duality is represented on one way as ‘rational contemporary’ through the western typography, while on the other the hiragana (japanese writing) shows the ‘emotional classic’ touch through its logo,’ says the studio.