Shiseido Print The Continuously Changing Brand Identity “SHISEIDO KARAKUSA”, 9 by Dentsu Inc. Tokyo

The Continuously Changing Brand Identity “SHISEIDO KARAKUSA”, 9
The Print Ad titled The Continuously Changing Brand Identity “SHISEIDO KARAKUSA”, 9 was done by Dentsu Inc. Tokyo advertising agency for Shiseido in Japan. It was released in Oct 2019.
Advertising campaign for Shiseido

Shiseido: The Continuously Changing Brand Identity “SHISEIDO KARAKUSA”, 9

Brand
Shiseido
Media
Print
Released
October 2019
Posted
October 2020
Market
Japan
Industry
Cosmetics & beauty products
Agency
Dentsu Inc. Tokyo
Art Director
Yu Miura
Copywriter
Naoki Tanaka
Designer
Kizuki Nakano
Producer
Sachiko Takamine
Creative Director
Yu Miura
Executive Creative Director
Yoji Nobuto Nobuto
Creative
Kenji Ozaki

Awards:

Cresta Awards 2020
CraftCraft Campaign (any media)Silver
Luxury & FashionBeautySilver
Digital DesignInnovative codingSilver
Creative TechnologyCreative use of DataShortlist
ADC Awards 2020
IllustrationInnovationMerit

Credits & Description:

Title of Entry: The Continuously Changing Brand Identity “SHISEIDO KARAKUSA”
Brand: SHISEIDO KARAKUSA
Product/Service: SHISEIDO KARAKUSA
Client: Shiseido Company, Limited
Entrant Company: DENTSU INC./Hakuten Corporation
Creative Agency: DENTSU INC.
Craft Leader(s): Yu Miura, Keisuke Hori, Yusuke Koyanagi
Creative Director: Yoji Nobuto, Yu Miura, Naoki Tanaka
Art Director: Yu Miura, Keisuke Hori, Yusuke Koyanagi
Copywriter: Naoki Tanaka, Risako Kawashima
Producer: Sachiko Takamine, Kenji Ozaki, Seishiro Tate, Shohei Nakajima
Date of Release: 2019-10-15
Notes: Shiseido Karakusa, the spiral pattern symbolizing Shiseido, Japan’s foremost cosmetics manufacturer, has highlighted company products and advertising for close to a century. With media and society in the midst of the digital shift, we sought a similar way to update our designs and design system to supplement the handcrafting method trusted and implemented by Shiseido artists for 100 years.
Our solution combines Truchet tiles and the mathematical method of “surface filling” for endless creation of karakusa motifs. This enabled the generation of spiral designs surpassing what even the most accomplished craftspeople could imagine. The tool also facilitated the participation of a wider circle of individuals in the process. We also used this innovative design tool to create visual installations incorporating environmental data influencing plant life, such as sunshine, rainfall, and CO2 emission quantities, along with city congestion. Enhancing the design system enabled us to communicate the Shiseido brand identity with an emphasis on both tradition and innovation.
URL Link (optional): https://karakusa2020.com/animation
Designer: Kizuki Nakano, Koji Nakae, Ryukei Aoyagi, Airi Nakano, Yuya Ogawa
Planner: Kenji Ozaki, Yosuke Nakazato
Creative Technologist: Kyoko Yonezawa, Shintaro Murakami
Programmer: Shintaro Murakami, Shoya Dozono
Creative Team: Ryosuke Nakajima, Makoto Amano
Technical Director: Shoya Dozono
Artist: Yosuke Nakazato