TAMRON New SP Series

Lens Product Design and Rebrand, 2016

Takram was responsible for the product design of two photography camera lenses by Tamron.

The two lenses, SP35mm and SP45mm, are the first products released under Tamron's new SP series. To maximise the impact of this new product line, we based the design on the concept of Human Touch as opposed to the mechanical coldness which often signifies the experience of using lenses. The SP lenses are designed with organic curves to create the soft, humane sensation that elicits emotional attachment in the user when handling the lenses. In conjunction with the new product design, Takram also redesigned the product logo and developed a bespoke typeface for printing on the product body. This typeface is designed to be legible when viewed from various angles.

Following the successful design of these two lenses, Takram is to redesign the rest of the product portfolio.


Client: TAMRON Co.,Ltd.
Creative Direction: Kinya Tagawa (Takram)
Product Design: Kinya Tagawa (Takram), Shota Matsuda (Takram), Kaz Yoneda (ex-Takram)
Graphic Design: Ken Okamoto


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