Traditional festival in Japan
Gift towel package
We focused on the paulownia box which is used to store various things from ancient times in Japan.
The tung has been used for high-grade furniture since a long time ago because it has the property of being dampproofness, fire retardant and resistant to decay.
Also, we have an unique tradition that a calligrapher signs that box.
We interpreted this in a contemporary thinking and thought whether we could make a novel design.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
We designed gift towels for traditional festival in Japan, Ehime.
We did its package with "Imabari towel" which is produced in Ehime for aiming to fuse a tradition and an innovation.
The box is made of paulownia wood. It is suitable for storing towels so that it has the quality of being moistureproof. The white packaging symbolizes the color of the towel.
And by the collaboration with the calligrapher Mami, the words of thanks to those who supported the festival are written on it.
OPERATION / FLOW / INTERACTION:
We often see the grain of wood and white color palette during our festival in Ehime.
We tried to express an unity between these textures and its package visually.
Moreover, we needed to consider not only the beauty of design but also the function of it.
And this gift realized by blending comprehensive identity, its functionality, contemporary design blew a new wind towards our traditional culture.
PROJECT DURATION AND LOCATION:
This project began in Ehime Japan in August 2016, ended in October 2016, gift shipping was done in November 2016.
FITS BEST INTO CATEGORY:
PRODUCTION / REALIZATION TECHNOLOGY:
At first, we thought about harmony with the texture of towels and the thickness of the paulownia box.
Normally, the thickness of the paulownia box is 6 mm.
However, since the towels are light and soft materials so we pursued an impression which is harmonized with the texture of the towels and the thickness of the paulownia box. Then we changed it to 3 mm.
SPECIFICATIONS / TECHNICAL PROPERTIES:
Width 148 mm x Depth 148 mm x Height 93 mm
Package, design, paulownia box, calligraphy, Japan
Firstly, we started to survey gifts which are distributed at other festivals.
As a result, it said that most of them were unsatisfied and sometimes they were not used.
Therefore, we thought about gifts that we can use everyday and help our life.
Furthermore, we wanted to contribute to the revitalization of local communities by using products which are produced in Ehime.
For these reasons, we suggested using "Imabari towel".
We know a lot of people are not willing to revolutionized the tradition.
But we thought a modern innovation is necessary in order to inherit the tradition in a true sense.
We designed this gift that we expect people can accept modern innovation without discomfort.
Additionally, we mixed modernity and our traditional culture with paying them maximum respect.
As a result, people welcomed this innovation because we paid close attention to design as we told here.
TEAM MEMBERS (3) :
Art Director: Yuta Takahashi, Photographer: Yuta Takahashi and Calligrapher: Mami
Yuta Takahashi & Calligrapher Mami, 2016.