Shoyeido: TRIP OF FLAVOR

Credits & Description:

Category: Posters

Advertiser: SHOYEIDO

Product/Service: INCENSE

Agency: DENTSU KANSAI

Executive Creative Director: Yoshiki Shiode (Dentsu Kansai)

Copywriter: Oki Miichi (Dentsu Kansai)

Art Director: Kana Nakao (Dentsu Kansai)

Media placement: Poster - SYOEIDO - 1/2/2012



Describe the brief from the client

Communicate the benefits of traditional incense to Japan’s young people



Describe the challenges and key objectives

We revitalised the concept of incense: ‘It takes you to a beautiful place without actually going there’. This concept befits young Japanese people who tend to like traveling.



Describe how you arrived at the final design

To represent a beautiful journey, we illustrated a Japanese room with the fine smoke wisps of incense. We thought this original illustration would touch people's heart since smoke is a very emotional motif.



Give some indication of how successful the outcome was in the market

Several media, including newspaper and websites, have introduced this poster as a great representation of traditional incense. In that way, many young people got to know and developed interest in the traditional incense of Shoyeido. Young consumers increased a lot more than the previous year.