Shibuya can be said to be the center of Japan. Facing its train station is the Shibuya Scramble Square, a state-of-the-art commercial building. The place has seasonal posters for Mother’s Day and Father’s Day. We were genuinely not seeking an image associated with presents. Speaking of Mother’s Day in Japan, it is common to send a red carnation. However, instead of using that approach, we took on the challenge of presenting a visual image through a slightly different approach, one that would be worthy of Shibuya Scramble Square.
The image of a carnation is typical on Mother’s Day and Father’s Day. To free ourselves from this image, we gave up on using it. Even though a flower is a flower, we used graphical representation to seek novelty in our design. For example, you become aware that the composition is of a flower that, for an instant, doesn’t appear to be a flower. Even for the colors, we used the color blue. By changing the colors that are in the common imagination, we produced an advanced image. We printed a flower graphic on thin paper that was like a transparent background. Furthermore, we used white ink to print the wrapping paper for the bouquets. We succeeded in our approach for a design in which splendor can be felt strongly, even though the design is light and delicate. Moreover, we designed a tagline: “Mother, I undoubtedly believe that from long ago and from now on as well I have loved you and will love you for being yourself. It’s okay to be different from those around you. I will say ‘thank you’ in a way that is well-suited to you.” Our use of an emotional tagline that sounds nice in Japanese makes for a tender-hearted expression that suits the coronavirus age. By setting the catchphrase down in handwriting, we designed a totality that simultaneously presents an advanced, cool image and expresses good-hearted warmth.
Due to the coronavirus, the commercial building itself is closed, and the layout was curtailed considerably. However, the reaction to the tagline and visuals was loud. Sales through our EC site rose rapidly during that period. Furthermore, these visuals really touched our clients’ hearts, and they conveyed to us their strong feelings that they absolutely want a layout in the building even if the timing is off. Then, it was decided that we would decorate the inside of the building again with the same visuals in May 2021.