Hoyu Co. Design & Branding, Case study COUNTDOWN TO BEAUTY - BLACK by ADK Asatsu-DK Tokyo

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Industry Cosmetics & beauty products
Media Design & Branding, Case study
Market Japan
Agency ADK Asatsu-DK Tokyo
Creative Director Tomohiro Sakurai
Art Director Mutsumi Ajichi, Kunikazu Hoshiba
Copywriter Hideo Fujimoto
Designer Takashi Murakami, Ayami Yamamoto, Tasuhiro Nagae
Group Account Manager Msasahito Watanab
Account Supervisor Nobuyuki Tanaka
Released September 2010


Spikes Asia 2011
Design Packaging Design Gold

Credits & Description

Type of entry: Packaging Design
Category: Non-Food
Advertiser: HOYU
Product/Service: 3210
Agency: ADK JAPAN Tokyo, JAPAN

Creative Director: Tomohiro Sakurai (ADK)
Art Director: Mutsumi Ajichi (ADK)
Art Director: Kunikazu Hoshiba (Katachi)
Copywriter: Hideo Fujimoto (ADK)
Designer: Murakami Takashi (Katachi)
Designer: Ayami Yamamoto (Katachi)
Designer: Tasuhiro Nagae (Iro)
Planner: Kazuya Nakjima (ADK)
Agebcy Producer: SatoruYokokawa (ADK)
Communication Planner: Kouhei Fjimoto (ADK)
General Manager: Atsuo Outa (ADK Tube)
Group Account Manager: Msasahito Watanab (ADK Tube)
Account Director: Hiroshi Miyamoto (ADK Tube)
Account Supervisor: Nobuyuki Tanaka (ADK Tube)

Brief Explanation:
A totally new concept and the development of a new design were necessary.
The concept to be executed was 'countdown'?And the brand name 3210 is also based on the
concept of 'countdown for beauty', so the numbers are the last numbers in a countdown.
3-2-1-0 can be understood by everyone, and the aim was to express the brand name as a
visual rather than a word. By using a visual sign for the brand name, '3210' became a strong
symbol for the brand, as in the product box design, and proved to have extensive campaign
Describe the brief from the client:
Hoyu is a well established brand in the Japanese professional hair color products market, but
a newcomer in professional hair styling products. The brief was to introduce Hoyu professional
styling products into the very competitive, top-class hair salons, and establish a presence,
using a very bold and memorable approach.
Description of how you arrived at the final design:
As the hair dresser is about to finish the customer's hair, the customer's anticipation reaches a
high point. The product is used to conclude this countdown to the finish. The shape of the
bottle also symbolizes what is in the making. The design concept is the Japanese aesthetic of
preferring what is 'unfinished but conveys a movement in progress' and a shape that one
wants to continue touching. The mould was made by hand, without using any computer
graphics, and completed over a time period of two years.
Indication of how successful the outcome was in the market:
Among the highly competitive professional hair salons, the product was highly evaluated, and
was introduced successfully. Since this was a kind of product that the salon top stylists had
never seen before, it was taken up in many salon blogs as a remarkable new product. The
product not only answered to the brief, but also established a substantial position within the
professional hair styling products market, and achieved 120% of the initial sales goal.