🕵🏻♀️ Target audience: All age-groups
📁 Snippet of project:
Introducing TOJI, a Japanese winter apparel brand made and founded in Kochi, the biggest producer of yuzu.
TOJI（冬至） is the synonym of a “tangible tradition”. The brand is accessible to all ages, infusing young blood while returning to the root. It aims to bridge the gap of lost culture amongst new generations while continuing traditional practices stemmed from the past.
💭 Problem(s) encountered:
How to encapsulate details of Japanese traditions during the Winter Solstice while delivering the story to one's doorstep?
📍Solution(s):
1) Details of HANKO (判子, seal stamp) is one of the highly represented features throughout the brand, which ties back the idea of old Japanese tradition and its craftsmanship.
2) Using OMAMORI (御守) as the main print at the back of the sweatshirt design and also on the clothing tag, which has the symbolism of protection and acts as a good luck charm.
3) The apparel comes in a delivery fruit box made with recyclable cardboard. Flowing water takes form as the navy-coloured tape, layered with patterns of a stream that seals the packaging. This represents the ever-changing seasons while washing away fatigue and wariness.
4) YUZU is the ambassador of TOJI, as it is a Japanese tradition for families to take yuzu-yu (ゆず湯, a.k.a. hot Japanese citron bath) during the Winter Solstice for good health as it is believed to protect one from the evil and chasing away bad luck.
