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Festival of Creativity
27 - 29 September 2017




Gold Spike

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CategoryB03. Non-Food
Entrant Company:ADK JAPAN Tokyo, JAPAN
Design/Advertising Agency:ADK JAPAN Tokyo, JAPAN
Name Company Position
Tomohiro Sakurai ADK Creative Director
Mutsumi Ajichi ADK Art Director
Kunikazu Hoshiba Katachi Art Director
Hideo Fujimoto ADK Copywriter
Murakami Takashi Katachi Designer
Ayami Yamamoto Katachi Designer
Tasuhiro Nagae Iro Designer
Kazuya Nakjima ADK Planner
SatoruYokokawa ADK Agebcy Producer
Kouhei Fjimoto ADK Communication Planner
Atsuo Outa ADK Tube General Manager
Msasahito Watanab ADK Tube Group Account Manager
Hiroshi Miyamoto ADK Tube Account Director
Nobuyuki Tanaka ADK Tube Account Supervisor

Brief Explanation

A totally new concept and the development of a new design were necessary. The concept to be executed was 'countdown'?And the brand name 3210 is also based on the concept of 'countdown for beauty', so the numbers are the last numbers in a countdown. 3-2-1-0 can be understood by everyone, and the aim was to express the brand name as a visual rather than a word. By using a visual sign for the brand name, '3210' became a strong symbol for the brand, as in the product box design, and proved to have extensive campaign ability.

Describe the brief from the client:

Hoyu is a well established brand in the Japanese professional hair color products market, but a newcomer in professional hair styling products. The brief was to introduce Hoyu professional styling products into the very competitive, top-class hair salons, and establish a presence, using a very bold and memorable approach.

Description of how you arrived at the final design:

As the hair dresser is about to finish the customer's hair, the customer's anticipation reaches a high point. The product is used to conclude this countdown to the finish. The shape of the bottle also symbolizes what is in the making. The design concept is the Japanese aesthetic of preferring what is 'unfinished but conveys a movement in progress' and a shape that one wants to continue touching. The mould was made by hand, without using any computer graphics, and completed over a time period of two years.

Indication of how successful the outcome was in the market:

Among the highly competitive professional hair salons, the product was highly evaluated, and was introduced successfully. Since this was a kind of product that the salon top stylists had never seen before, it was taken up in many salon blogs as a remarkable new product. The product not only answered to the brief, but also established a substantial position within the professional hair styling products market, and achieved 120% of the initial sales goal.