HIGASHI-TOKYO MAKERS ROW is a project about creating an imaginary shopping street, which was initiated in 2015 by Kokusai Fashion Center Inc.(KFC) and Creative Team SELF.
The project aims to transmit the artisanal technology of East Tokyo, which had been practiced since the Edo period, to the world using graphic design and wed design.
I took part in this project as the Art Director / Designer in order to erect a new brand with YOSI YOSI, who develop their own jewelry brand in Okachimachi, East Tokyo.
Photo by MURAKEN
Yosi Yosi had mainly been developing their own jewelry lineups in high-end department stores, through employing their exclusively-cut jewelries and their sophisticated designs. When they considered about their future, the company faced the task of how to bring “the joy of wearing jewelries” to the new customers to come, as well as the aim to further transmit both the culture and the technology that they have been creating with pride in East Tokyo. In order to reach these targets, AMATUBU was born.
AMATUBU, which translates to raindrops, literally takes the form of a raindrop. The inflection of light achieved by the semi-circular shape enlarges the pattern on the bottom. There is a Wagara detail on the silver stand under the product, which is designed to be visible when you see the product from the front. AMATUBU contains colours such as cyan, peach, emerald, which allows for a unique combination of colour and patterns.
The raindrop shaped Kamon (house logo), and the signature of AMATUBU are designed to appear at certain angle with the use of inflection.
The product is placed in a small wooden box, which is wrapped with an Obi (thread) – an attempt to draw a line from any ordinary jewelry packaging. The Obi has the AMATUBU Wagara pattern, and the Inner Obi has the description, the meaning, of the printed Wagara.
LOGOMARK & PACKAGE DESIGN
Photo by Toshiyuki Segawa
Usagi (hare) – To be able to reach higher targets in everyday life with the agility of a hare
Asa No Ha (Hemp Leaf) – To be able to grow adamantly like hemp
Seigaiha (Pattern of waves) – The noise in your heart to be calmed like the quiet waves of the blue ocean
Nami Ni Chidori (plover on waves) – To overcome the waves of life safely and enjoy everyday life
Bishamon Kikkou (Bishamon Tortoise Shell) – To have the mighty power of God on your side at important times
Shippou Monyou (Cloisonne pattern) – To treasure the bonds between you and the others in life, and have these connect to others continuously and eternally.
Photo by MURAKEN
Over a number of meetings, members, including YOSI YOSI’s brand developer Mr. Toshiyuki Segawa, had discussed about topics such as how AMATUBU is going to stand within YOSI YOSI and if it is able to influence other brands in good ways. Within the discussions, the aim of this project formed itself as a simple yet challenging one, which was “to stay within the boundary of jewelleries, but to set a new direction within the industry”. The new brand was built upon the consideration of what jewellery artisans can do and what glass artisans cannot do, which was a continuous extracting and sampling of ideas.