Kamoi Kakoshi Design & Branding MT EXPO by Iyamadesign Inc.


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Industry Household maintenance & pet products
Media Design & Branding
Market Japan
Agency Iyamadesign Inc.
Designer Takenori Sugimura, Mayuko Watanabe, Saori Shibata
Released October 2011

Credits & Description

Category: Exhibitions & Live Events
Product/Service: MASKING TAPE
Creative Director/Art Director: Koji Iyama (Iyamadesign)
Designer: Mayuko Watanabe (Iyamadesign)
Designer: Takenori Sugimura (Iyamadesign)
Designer: Saori Shibata (Iyamadesign)
Media placement: Temporary Exhibition - Multiple-Purpose Space - 31 Oct. 2011, 8 November 2011

Describe the brief from the client
Masking Tapes are usually used on a construction site; ‘mt’ masking tape is popular with the everyday public. It has a wide range of colour and pattern variations, customers enjoy using it for wrapping and decoration.
However, the recognisability was still short. Our client wanted to increase customer recognition and expand its market share. There are many similar products marketed, so mt needs to stands out in the market.

Describe the challenges and key objectives
mt masking tape is hailed as the wrapping and collage material for small objects. We wanted to utilise it on a larger scale, so we brought up the idea of having a promotional exhibition where customers could be shown other features of mt. If the exhibition becomes successful, customers would recognise mt tape as interior and exterior decoration material too.

Describe how you arrived at the final design
Masking Tape is originally designed to be used to avoid paint running off an edge. mt is suited for these kinds of time-limited events, as it is easy to tape and remove.
We decided to cover the space by various coloured mt, chosen carefully, and created mt wonderland.
We chose the multipurpose space in central Tokyo where trend-conscious people gather. We let the mt decorated cars drive into town to promote the event. We made thousands of balls made of mt’s Washi paper and hung them from ceiling to floor.

Give some indication of how successful the outcome was in the market
With these various approaches, customers were able to experience mt widely and enjoy the pleasant space. The exhibition was successful and there were a long queue everyday.
Customers upload the pictures of the exhibition and spread the information. The limited shop during the exhibition was very busy, and the limited tapes sold-out quickly.