| Title | THE CONTINUOUSLY CHANGING BRAND IDENTITY “SHISEIDO KARAKUSA” |
| Brand | SHISEIDO |
| Product / Service | SHISEIDO KARAKUSA |
| Category | D02. Innovative Use of Technology |
| Entrant | DENTSU INC. Tokyo, JAPAN |
| Idea Creation | DENTSU INC. Tokyo, JAPAN |
| Idea Creation 2 | SHISEIDO CO., LTD. Tokyo, JAPAN |
| Production | DENTSU LIVE INC. Tokyo, JAPAN |
| Production 2 | QOSMO Tokyo, JAPAN |
| Production 3 | ADBRAIN INC. Tokyo, JAPAN |
| Production 4 | HAKUTEN CORPORATION Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Yoji Nobuto | Shiseido Creative Division | Executive Creative Director |
| Keisuke Hori | Shiseido Creative Division | Art Director |
| Yu Miura | Shiseido Creative Division | Creative Director / Art Director |
| Kizuki Nakano | Shiseido Creative Division | Designer |
| Sachiko Takamine | Shiseido Creative Division | Producer |
| Risako Kawashima | Dentsu Inc. | Copywriter |
| Yusuke Koyanagi | Dentsu Inc. | Art Director |
| Shintaro Murakami | Dentsu Inc. | Creative Technologist |
| Kenji Ozaki | DENTSU LIVE INC. | Creative Team / Producer |
| Naoki Tanaka | Dentsu Inc. | Creative Director |
| Kyoko Yonezawa | Dentsu Inc. | Creative Technologist |
| Makoto Amano | Qosmo, Inc. | Creative Team |
| Shoya Dozono | Qosmo, Inc. | Creative Technologist / Programmer |
| Ryosuke Nakajima | Qosmo, Inc. | Creative Team |
| Shohei Nakajima | ADBRAIN Inc. | Producer |
| Airi Nakano | ADBRAIN Inc. | Designer |
| Yuya Ogawa | ADBRAIN Inc. | Designer |
| Ryukei Aoyagi | Hakuten Corporation | Designer |
| Kuwana Isao | Hakuten Corporation | Creative Director |
| Koji Nakae | Hakuten Corporation | Designer |
| Yosuke Nakazato | Hakuten Corporation | Planner / Artist |
| Seishiro Tate | Hakuten Corporation | Producer |
Shiseido Karakusa, the spiral pattern symbolizing Shiseido, Japan’s foremost cosmetics manufacturer, has highlighted company products and advertising for close to a century. With media and society in the midst of the digital shift, we sought a similar way to update our designs and design system to supplement the handcrafting method trusted and implemented by Shiseido artists for 100 years. Therefore, we have developed a system that allows many people, not just craftspeople, to design new karakusa motifs using algorithms.
Our solution combines Truchet tiles and the mathematical method of “surface filling” for endless creation of karakusa motifs. This enabled the generation of spiral designs surpassing what even the most accomplished craftspeople could imagine. The tool also facilitated the participation of a wider circle of individuals in the process. We also used this innovative design tool to create visual installations incorporating environmental data influencing plant life, such as sunshine, rainfall, and CO2 emission quantities, along with city congestion. Enhancing the design system enabled us to communicate the Shiseido brand identity with an emphasis on both tradition and innovation.