FUJIGOKE
branding design of Freeze-dried moss.
FUJIGOKE is a freeze-dried moss made from raw moss at the foot of Mt. Fuji. Through moss, we aimed for a design that embodies Japanese culture and its spirituality. We were responsible for the direction of brand movie, still photography, graphic design for logo, leaflet, packages, and web design.The logo mark is shaped to remind you of the silhouette of Mt. Fuji and the acronym “F”. Aware of the handwriting of calligraphy, it expresses the strength and beauty of moss grown in a harsh environment. The logotype was inspired by the aesthetics of Japanese architecture. The horizontality is emphasized by reducing the height of the font. The graphics on the package are arranged vertically in English to give the impression of vertical writing.
The background color of a website changes as the viewer scrolls, much like the ever-changing mountain climate. This allows viewers to consistently view everything from the main visual to the brand story to the products. In addition, the background color changes to clearly convey each image to the viewers.
2021
CLIENT: Floral Kobo Katsura Inc.
ART DIRECTION: id inc. (Seiji Oguri)
GRAPHIC DESIGN: id inc. (Mei Shibuya)
BRAND MOVIE & STILL VISUAL: bird and insect ltd.
PHOTOGRAPHY (01, 02, 05): id inc. (Seiji Oguri)
PHOTOGRAPHY (03, 04): bird and insect ltd. (Daisuke Abe)