Bandai Co. Design & Branding KEEP YO SOUL! by Takao Aoyama

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Industry Toys
Media Design & Branding
Market Japan
Agency Takao Aoyama
Creative Director Shin Hatakeyama
Producer Aiko Tanaka
Illustrator Takao Aoyama
Released March 2012

Credits & Description

Category: Posters
Advertiser: BANDAI
Product/Service: HYPER YO-YO
Producer: Aiko Tanaka (Bandai)
Creative Director: Shin Hatakeyama (Pomato Pro)
Art Director: Takao Aoyama
Designer: Takao Aoyama
Illustrator: Takao Aoyama
Media placement: Posters - Sun Shine City in TOKYO. - 25 March 2012 - 1 April 2012

Describe the brief from the client
This poster was designed with an aim to raise the profile of yo-yos among a wide range of people.
In Japan, yo-yos are recognised as toys designed for children.
However in reality, playing with yo-yos is a highly competitive sport that can be enjoyed by everyone from kids through adults.
My client was hoping to spread playing with yo-yos among people of all age groups as a cool and fashionable street sport just like skateboarding.

Describe the challenges and key objectives
I designed a camouflage pattern as the background of this work to create a street atmosphere.
BANDAI is dealing in four brands "Yo-Yo Factory", "Duncan", "Yomega" and "Hyper Cluster". And each brands have image characters called “Top Spinners”.
I arranged silhouetted “top spinners” playing yo-yos on the camouflaged background.

Describe how you arrived at the final design
Since common camouflage patterns occasionally remind people of wars, I avoided using their average colours for the background design.
Instead, I designed the background mainly with blue, red, black and white, colours used in the brand’s image colours: 'Yo-Yo Factory', 'Duncan', 'Yomega' and 'Hyper Cluster'.

Give some indication of how successful the outcome was in the market
In April 1st, 2012, there was a huge event of hyper yo-yos at Sun Shine City in Tokyo.
The copies of this poster went on display along with other posters advertising this event. We have successfully conveyed a new image of yo-yos for use by consumers, rather than the image up until now of yo-yos being expressly for children.

Bandai is now aiming at establishing a standardised image among consumers by making use of this visual design as 1 of the materials for their future promotion of their products.