Brief Explanation

Shu’s deals with all sorts of creative professionals. Different types of individuality and uniqueness generate “chemical reaction,” and chemical reaction creates a work of art offering an unprecedented value. The challenge was to generate completely different colors and textures in one envelope to express “chemical reaction.”

The Brief

Shu’s Production is a visual production company who offers creativity and strong uniqueness. They requested us to develop a company tool that reflects who they are in a way that’s completely different than other companies so as to provide newness to the receiver. They wanted a never-seen-before tool that couldn't be imitated by any other company.

How the final design was conceived

4-color offset printing is rendered on usual envelopes, but for Shu, the objective was to generate a completely different, extraordinary texture. As a printing technique, we used foil, which can be soldered through heat, in order to create deep, vivid colors and luster that wouldn’t be generated by the usual printing method. For material, we utilized rough-textured tant paper. Foil develops luster with deep and vivid colors. Tant paper creates rough and vivid colors. The two facets create a "collision" between colors and textures, contributing to a halation effect which expresses "chemical reaction."

Indication of how successful the outcome was in the market

More than 5000 pieces were sent to people in the industry. The receivers responded well and because of the envelope the number of inquiries and new assignments went up. In Japan, it received a pre-nomination from the Art Directors Club Tokyo Award.