Olfa Design & Branding CUTTER ART OF OLFA by Ad Dentsu Osaka Inc., Dentsu Inc. Tokyo

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Japan
Agency Ad Dentsu Osaka Inc.
Photographer Shinichi Masumoto
Agency Dentsu Inc. Tokyo
Creative Director Yutaka Sato
Designer Hideto Yagi, Kentaro Kasahara
Photographer Shinichi Masumoto
Released April 2009

Credits & Description

Category: Small Scale Corporate Identity Schemes
Product/Service: PAPER CUTTER
Agency: DENTSU
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: DENTSU, Tokyo, JAPAN
Creative Director: Yutaka Sato (Dentsu Inc. Tokyo)
Art Director: Hideto Yagi (Dentsu Inc. Tokyo)
Photographer: Shinichi Masumoto (Dentsu Inc. Tokyo)
Designer: Hideto Yagi (Dentsu Inc. Tokyo)
Photographer: Shinichi Masumoto (Shinichi Masumoto Photo Office)
Designer: Kentaro Kasahara
Artist: Kentaro Kasahara
Media placement: Poster - Osaka - 1 April, 2009

Describe the challenges and key objectives
We challenged how far we could go in transforming paper and polystyrene board into art with a single Olfa paper cutter. The act of cutting straight lines, which is what a cutter does best, was repeated over and over to create geometrical patterns.

Describe the brief from the client
Execute in a free and creative manner by featuring the act of 'cutting paper', which is what a paper cutter is supposed to do. Present the product not merely as a tool for cutting but as one for 'creation.'

Describe how you arrived at the final design
We spent an entire year cutting paper. The paper cutter actually used in the process is laid out in the lower white space of the poster. In order to highlight the product name “OLFA = Snap-Off Blade,” each poster shows a cutter with a blade snapped off.

Give some indication of how successful the outcome was in the market
Detailed and repeated patterns are overwhelming to look at and they succeeded in getting people deeply involved in the posters. The created patterns were shot two ways, one overhead and the other with perspective to show both density and scale. By using a paper cutter and paper, both of which can be found anywhere, we were able to create memorable geometrical designs that nobody had ever seen before. The same patterns were used for a number of items, such as business cards and envelopes.