Harajuku DESIGN

While working as a graphic designer, art director and creative director on various corporate projects for different clients, Keiichiro Yanagi expanded his field to brand consulting and established Harajuku DESIGN Inc. He specialised in overall communication utilising various media and the development of CI and VI – and won, among others, the DFA Design for Asia Award (Silver), DNA Paris Award, Indigo Design Award (Gold), IVIA International Visual Identity Award (Gold) and the C2A Creative Communication Award. He is a member of the Japan Graphic Design Association (JAGDA) and the Tokyo Type Directors Club (TDC).

Interview with Harajuku DESIGN

Red Dot: What does design mean to you?
Harajuku DESIGN: Fusion of information design and art.

What intention do you pursue with your award-winning work?
Through stationery, I wanted to deliver an experience that goes beyond writing, so I expressed it in the logo and packaging design. Symbol marks, the packaging and any other designs such as hand-drawn lines and ink droplets seen on the wrapping paper express exactly the joy of stationery through a variety of creative experiences.

Which three adjectives best describe your award-winning project?
Original, smooth, creative.

Which target group would you like to address with your award-winning work?
Men and women between 20s and 50s, who take good care of fountain pens and ink and who love handwriting.

Please describe the concept of creativity against the background of your award-winning work.
In a world of digital communication, we brought the focus back on the classic analogue/in person communication. By way of customisations, we enrich the user experience. Through the communion of simplicity and aesthetic sense, we draw the attention of different target groups to a single product.