“The traditional autumn festival held annually in Shikokuchuo City, Ehime Prefecture, is a procession of more than 100 people carrying a 2-ton gold-decorated taiko drum stand through the city to thank the gods for a bountiful harvest. 2016 marks a special milestone, as a new set of narimono (drums) will be installed, a ceremony that occurs once every 20 years. We wanted a visual identity that would be appropriate for this special ceremony, which marks a milestone.”

“We broke down the elements that form the taiko and focused on the important material, the rivet. The rivets, which determine the sound of the taiko, are handcrafted by artisans with the utmost care and attention. The 150 rivets, which are the same as the actual taiko, are expressed in a simple yet powerful design, elevating it to an identity appropriate for the ceremony.”

“The calligrapher is Mami, an up-and-coming young artist who is active both in Japan and abroad. The powerful yet subtle calligraphy is featured on a wide variety of items, adding a new dimension to the collaboration.”

“For the gift package, we used a traditional Japanese paulownia box and created an innovative design inspired by the fusion of tradition and innovation.”

“Gifts are Imabari towels, known as a synonym for quality towels. The towels are made of Supima cotton, the finest American cotton known for its quality, and are prepared using the yeast bleaching method and are Eco Mark certified.”

“With respect for craftsmanship and traditional culture, we have created innovation and development of traditional culture in Japan through contemporary design.”