‘Takumi’, the ancient Japanese philosophy of artisan perfection, means taking 60,000 hours to master your craft. It means understanding your tools, your materials, and your process more intimately than anything else.

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For Lexus, Takumi is central to their approach, and Takumi craftsmen instruct everything they do – even their robotic functions. To celebrate this, the brand partnered with a team of celebrity chef ambassadors and created ‘Taste of Takumi’, a digital hub with interviews and recipes. I was tasked with crafting the copy, which needed to be precise and compelling, and communicate the unique flavour of Takumi mastery.

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Roles: Copywriting