Creating Omiyage for the Country of the rising Sun
Chiba Souvenir Design
The first task of this intercultural project was to create a souvenir brand for the Japanese prefecture of Chiba. Chiba itself had no noticable souvenir identity at that point which should be installed with a new united brand. The second task was to produce some special packaging design for several products with the created branding. We had total freedom of concept, target group, execution and final prototypes.
My assumed target group was supposed to be foreign customers, who bring souvenirs for their friends at home as well as Japanese customers which would buy souvenirs from various Japanese prefectures. Gifts are a very important part of Japanese culture and therefore the product must be of high quality and an over-average price. (The donee is as worthy as the gift).
Main aspects of the brand concept were converted to keywords, which should be matched by the overall design: // precious present // worthy and of high quality // with a human and hand-made touch // modern and elegant // represent Chiba and Japan
Research and Brand Creation
The symbol mark should be able to stand alone without any logotype or text and also work in combination with brand claims or other text. For that I created the symbol mark with some fixed rules. It had to be // ... easy to reproduce with different print-techniques // ... easy to use on different digital media devices // ... able to work in color, black & white, negative and with special colors // ... a simple and easy-to-remember shape // ... accessable in very big and very small sizes // ... abstract and universal enough to be used on different products // ... interpretative and not too clear in shape.
The name „Chiba Sunrise“ derives from the following thoughts: Chiba is one of the very first parts of the world, that see the sunrise of a new day (especially important on New Years Eve). The sunrise as a natural event is a positve and powerful metaphor in every culture. It stands for hope, a new beginning, and positive events. The simple use of the word »Chiba« connects to the region itself and is very important because the sunrise alone doesn't stand for Chiba in particular. The appearance of the logotype should imply a humanistic, calligraphic touch and should be easily legible for both International and Japanese (or other Asian) customers, no matter if they are very familiar with the variations of roman letters or not. It should as well match the technical restrictions of the signet and keep a worthy feeling – not too cheap handwritten.
Chiba University, Japan
Graphics & Photographs