ABOUT PROJECT
Today is Tuesday is an artisanal perfumery based in Japan, creating fragrances that capture the beauty of life’s ordinary moments. Each creation is inspired by a real place, a person, or a particular moment in time, evoking familiar memories, emotions, and the authentic experiences of everyday life.Inspired by Tuesday, often regarded as the dullest day of the week, when the weekend has faded into memory and the next one still feels far away, Today is Tuesday offers a distinct perspective on life: even the most ordinary days can become memorable when we discover something extraordinary in the familiar.

VISUAL CONCEPT
The brand identity of Today is Tuesday draws inspiration from the most fundamental and innocent part of ourselves, the inner child we sometimes lose touch with amid the fast pace of modern life. This spirit is expressed throughout the logo, illustrations, and visual language through free-flowing, spontaneous hand-drawn strokes that break away from the constraints of perfection. Much like children, who experience the world with innocence and live fully in the present, Today is Tuesday embraces a way of life that lets go of the regrets of the past and the worries of the future, encouraging us to appreciate what exists here and now.In the age of AI, where everything increasingly strives for perfection, handcrafted details become a way for the brand to reaffirm the authenticity and human presence behind its identity. This philosophy resonates with the Japanese concept of Wabi-sabi, which finds beauty in simplicity, naturalness, and imperfection.