ITO / GIFT PACKAGE by Spread for Kobo Oriza

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ITO / GIFT PACKAGE

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Industry Apparel, Clothing & Footwear
Media Design & Branding
Market Japan
Agency Spread
Released April 2010

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: KOBO ORIZA
Product/Service: NEW STOLE'S BRAND "ITO"
Agency: SPREAD
Date of First Appearance: Apr 1 2010
Entrant Company: SPREAD, Tokyo, JAPAN
Entry URL: http://ito.oriza.jp/
Creative Direction: Hirokazu Kobayashi/Haruna Yamada (Japan)
Design: Hirokazu Kobayashi/Haruna Yamada (Japan)
Produce: Eriko Takeda (Japan)
Design (Stoles): Hirokazu Kobayashi/Haruna Yamada (Japan)
Weave (Stoles): Masatoshi Takeda (Japan)
Media placement: Temporary Exhibition - Department Stores, Gallery - 16 April 2010 - 12 August 2010

Describe the brief from the client

Please make packages that keeps the image of stole brand "ITO" excluding the product of that brand.
It should strongly insist on that brand concept.

New brand "ITO", which means "thread" in Japanese, was born, integrating mode, and professionalism and technology unique to Oriza. "ITO" can also mean "Very much so" in old Japanese that somehow enhances the brand’s concept. IMABARI’s history, nature and climate are all sources of imagination and result in beautiful colours with such originality. Not only that, the subtle patterns and soft touch of the products could only be created with the one of a kind low-speed loom.

Describe the challenges and key objectives
Kobo Oriza is on its journey of "return to basics of textile". What they do is create beautiful, airily textiles, which are showing its distinct taste of ingredients. And this is definitely unique to Kobo Oriza as they are making various ingenious attempts only with crosses and knots of threads, that can’t be realized with the modern high-speed looms commonly used today. Our design reflects their policy. And we made the box that reflects the structure of a weave.

Describe how you arrived at the final design
This package is put together with four strips of papers lapped over one another, somewhat expressing weaving. Twisted thread patterns are carefully engraved by a craftsman, leveraging letterpress printing. The colour is white and black. We made the box that reflects the structure of a weave.

Give some indication of how successful the outcome was in the market
We have "origami" in Japan, which is our traditional folk art of paper folding. This product that has integrated weaving and paper folding introduces a delicate beauty of our culture and technology to the world, in a new way.

The origami-like product has received the attention of many foreign visitors, and was appreciated as a gift or a souvenir by many. Furthermore, it acted as a support tool of the brand's concept.