Daidai — the bitter orange used in New Year decoration — signals renewal and prosperity. Against kon, the deepest grade of indigo, it carries a merchant-class energy: confidence, generosity, success earned.
Where it works
Sports branding with warmth
Confident startup identities
Food brands with bold flavor
Historical context
This palette is inspired by the tradition of Sanzo Wada's 1933
Dictionary of Color Combinations, which cataloged combinations
drawn from centuries of Japanese cultural life. The specific colors
here use traditional shikisai names that have been in the public
domain for generations.
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