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Industry Computers & Computer Accessories
Media Design & Branding
Market Japan
Agency Img Src
Creative Director Hiroshi Koike
Art Director Atsushi Fujimaki
Copywriter Aya Iwasaki
Designer Sakuya Nishiyama
Producer Tatsuaki Ashikaga
Photographer Lee Kyung Sun
Released December 2009

Credits & Description

Category: Digital Design – Websites & Online Advertising
Agency: Fostex Company Kotori Office
Date of First Appearance: Dec 24 2009 12:00AM
Entrant Company: IMG SRC, Tokyo, JAPAN
Entry URL:
Creative Director: Hiroshi Koike (IMG SRC)
Planner: (Fostex Company Kotori Office)
Planner: Hiroshi Koike (IMG SRC)
Producer: Tatsuaki Ashikaga (IMG SRC)
Copywriter: Aya Iwasaki (SUN-AD)
Technical Director: Hiroaki Kitamura (IMG SRC)
Art Director: Atsushi Fujimaki (NON-GRID)
Designer: Sakuya Nishiyama (NON-GRID)
Flash Engineer: Hiroaki Kitamura (IMG SRC)
Flash Engineer: Yasutaka Kurihara (IMG SRC)
HTML Engineer: Yasutaka Yamasaki (IMG SRC)
Project Manager: Izumi Horio (IMG SRC)
Assistant Project Manager: Tatsuhiko Akutsu (IMG SRC)
System Engineer: (Asial)
System Advisor: (S2 Factory)
Photographer: Lee Kyung Sun (The VOICE PRODUCTION)
Public Relations: (BILCOM)
Public Relations: (VUNVINO)
Mobile Engineer: (Attic Arcade)
Media placement: Website - Online - 24 Dec 2009 - Present
Media placement: Mobile Site - Online - 10 Mar 2010 - Present

Describe the challenges and key objectives
As a strategy to solidly establish this not yet generally recognised product, we aimed to give it unique branding. To do this, we considered possibilities of customisation and colour variations by researching fashion and colour trends especially among young, fashion-conscious women in city. In this way we wanted to emphasise the product’s originality. The meaning of the brand name KOTORI is 'small bird' in Japanese and name is also made up of the words in Japanese for Unique (KO), Sound (OTO) and Original (ORI). This meaning sticks easily in consumers’ memories helping to establish to brand.

Describe the brief from the client
Professional use audio manufacturer Fostex released customisable headphones, primarily targeting young women. To meet the client’s request to create a new style product (headphones) as a fun accessory and deploy to marketplace mainly through an e-commerce site, we named the brand, coloured the product, designed the brand logo and packaging, and also created a website allowing users to customise the product.

Describe how you arrived at the final design
Over a period of some weeks, the team worked on various templates for the website’s design. We came up with the simple functional design through trial and error. The logo and packaging design were inspired by the product’s name. Each KOTORI headphone set is an aggregate of 17 colour-customisable parts. On the website, 7 categories of predetermined headphones sorted by colour properties (i.e.: Pop, Sweet, Cool, Vivid, Natural, Animal, & Delicious) are offered. The website was designed in a simple, user-friendly manner, allowing the bright and colorful headphones to give impact and attract users.

Give some indication of how successful the outcome was in the market
Right after the appearance of these unique customisable headphones they became a topic for fashion conscious people. There has been a sort of boom. For example: on twitter, users upload and talk about their own customized headphones with other users. The product has been noticed by and attracted the attention of Media which feature newly released products. The number of articles featuring this product in the fashion and other magazines is over one hundred. Approximately one million website page views were recorded in one month.