Shoyeido Design & Branding TRIP OF FLAVOR by Dentsu Kansai

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Industry Household maintenance & pet products
Media Design & Branding
Market Japan
Agency Dentsu Kansai
Executive Creative Director Yoshiki Shiode
Art Director Kana Nakao
Copywriter Oki Miichi
Released January 2012

Credits & Description

Category: Posters
Advertiser: SHOYEIDO
Product/Service: INCENSE
Executive Creative Director: Yoshiki Shiode (Dentsu Kansai)
Copywriter: Oki Miichi (Dentsu Kansai)
Art Director: Kana Nakao (Dentsu Kansai)
Media placement: Poster - SYOEIDO - 1/2/2012

Describe the brief from the client
Communicate the benefits of traditional incense to Japan’s young people

Describe the challenges and key objectives
We revitalised the concept of incense: ‘It takes you to a beautiful place without actually going there’. This concept befits young Japanese people who tend to like traveling.

Describe how you arrived at the final design
To represent a beautiful journey, we illustrated a Japanese room with the fine smoke wisps of incense. We thought this original illustration would touch people's heart since smoke is a very emotional motif.

Give some indication of how successful the outcome was in the market
Several media, including newspaper and websites, have introduced this poster as a great representation of traditional incense. In that way, many young people got to know and developed interest in the traditional incense of Shoyeido. Young consumers increased a lot more than the previous year.