Komehyo Design & Branding RE:USE by Tugboat

RE:USE

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Industry Apparel & Accessories Stores
Media Design & Branding
Market Japan
Agency Tugboat
Art Director Kengo Kato
Copywriter Shoichi Iwata
Designer Jun Goto
Producer Kenji Mitsuhashi, Koichiro Takahashi, Kazuyoshi Arima
Photographer Ryohei Takanashi
Released October 2011

Credits & Description

Category: Posters
Advertiser: KOMEHYO
Product/Service: KOMEHYO
Agency: TUGBOAT
Copywriter: Shoichi Iwata (Shinto Tsushin)
Art Director: Kengo Kato (Tugboat)
Photographer: Ryohei Takanashi (Acube)
Designer: Jun Goto (Tugboat)
Retoucher: Sho Hachinoda (Acube)
Producer: Kenji Mitsuhashi (Tugboat)
Producer: Koichiro Takahashi (Amana)
Producer: Kazuyoshi Arima (Amana)
Media placement: Station Billboard - Omote-Sando Station In Tokyo - 1 Oct 2011
Media placement: Indoor Posters - Komehyo Shops - 1 Oct 2011

Describe the brief from the client
The brand is a nationwide second-hand retail chain. The brand motto is ‘Buy things high and things will gather, sell things low and people will gather’.
The objective of the campaign was to broaden awareness of this brand’s motto at the time of new shop launch in Omotesand, the shopper’s paradise of Tokyo.
Target: 20’s and older women who know how to spend their money well.

Describe the challenges and key objectives
The brand proposal targets re-use.
When the consumers sell unwanted things and buy second-hand things, it will make for and ecological and economical consumer-friendly society.
The creatives visualised the brand message ‘Re:use’.

Describe how you arrived at the final design
We wanted to symbolise the brand's motto.

Give some indication of how successful the outcome was in the market
The effect of the new opening of the campaigned Omotesando shop, along with the market situation, was sale were up 16.9% compared to previous year (on a quarterly year basis: from IR document)