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The last ten percent is the whole job
Finishes, proofs and file names: the unglamorous last ten percent of the work that decides how a brand really feels.
Kai Nakamura
Senior designer
Anyone can get a project to ninety percent. The last ten percent is where a brand starts to feel expensive.
Proofs on the table
We print every packaging proof and look at it under shop lights, not studio lights. Colours lie on screens.
Nobody remembers the ninety percent. They remember the corner you did not cut.
Work in progress from the studio wall.
Files as a product
Every file we hand over is named, sorted and documented. Your team will open those folders for years, so they deserve design too.
A checklist we never skip
Kerning on every headline, spot colours checked on the press, files named so a stranger can find them. None of it is glamorous, all of it shows.
Stage | What we do | Typical time |
|---|---|---|
Learn | Interviews, an audit and a one-page written brief | 1 week |
Explore | Three directions on paper, one chosen together | 2 weeks |
Build | The full system, tested on real material | 3 weeks |
Key takeaway
Print every proof and judge it in the light your customer will see it in.
Craft · Packaging · Detail
Written by
Kai Nakamura
Kai designs websites and digital products and builds most of them in Framer himself.
