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Design Process Journal
Phoebe Bradley Chloe Cook Alice Barber Rebecca Padgett Olivia Lane
1970
1972
1986
MIYAKE DESIGN STUDIO established.
Collection show: Paris
Miyake meets Irving Penn
1971
1974
First overseas collection First store opens: shown: New York Tokyo Puzzle Aoyama
1
La Plea
1990 Paris store opens: Place des Vosges
2004
1990
1993
auch of ats Please
Miyake hands ready to wear lines to Naoki Takizawa
1998 Launch of APOC
Established MIYAKE FOUNDATION
2000s Miyake focuses on new projects like Bao Bao
2016 136 stores in major cities & 134 international stores
BACKGROUND
Issey Miyake is a Japanese fashion designer born in Hiroshima, Japan in 1938. He studied graphic design at university in Tokyo, and following graduation trained in Paris, taking apprenticeships with Givenchy and Guy Laroche.
The first Issey Miyake store opened in 1974 in Tokyo’s Puzzle Aoyama building and four years later, Miyake launched his first menswear collection. In 1986, Miyake met Irving Penn who photographed Issey Miyake’s campaigns for over 13 years. In 1990, Miyake handed over his men and women’s ready-to-wear lines to Naoki Takizawa to focus on new projects such as Issey Miyake Fête and in Bao Boa accessories.
Issey Miyake founded the Miyake Design Studio in 1970, which was seen and remains as an experimental laboratory for Japanese fashion. He showcased his first ready-to-wear collection in New York in 1971, followed by Paris in 1972.
Issey Miyake challenged the traditional approach to dressmaking through experimentation with unusual materials such as plastic, paper, rope, woven grass and with these, developed new methods of pleating, crinkling and draping (Vogue, 2015). Tradition is important to Miyake, displayed through his fusion of basic materials and ancient traditions with new and innovative techniques that has kept his brand at the forefront of fashion (The Guardian, 2016).
Miyake’s designs are light, ageless, trans-seasonal, cross-cultural, and ambisexual with a style between East and West. The convenience, function and wearable nature of Miyake’s designs has resulted in a business that is as commercial as it is creative. Issey Miyake currently has 136 stores in major cities in Japan and 134 international stores. His work is celebrated industry-wide, not only for its use of the most advanced technology available, but also for its hand-crafted components with a focus on sustainability and ethical fashion. Sustainability is something we would therefore have to keep in mind throughout this project. Brands: Issey Miyake, A-POC, Issey Miyake Fragrance, Pleats Please, Pleats Please Fragrance, 132 5. Issey Miyake, Home Plisse, Bao Bao.
“I am very interested in the culture of paper.� - Miyake (The Guardian, 2016)
ISSEY MIYAKE CONSUMER BOARD
Name: Aiko Age: 25 Gender: Female Location: Tokyo Occupation: Accountant Key Emotional Triggers: Luxury, quality, desire, aesthetic, individualism, belonging.
Hobbies/ Interests: Sustainably aware, high end shopping, dining, travelling, enjoy quality
In 1994, Miyake first launched his Pleats Please collection of garments made from polyester jersey memory-holding fabric, using a pioneering technique which allows the fabric to retain form no matter how wearer movement. The pleats are developed from a single thread and pleats are added after sewing the clothes into shape. The Pleats Please collection combines functionality through light, wrinkle-proof fabric that can be folded to a compact size for easy storage and carrying. This brand reflects Issey Miyake’s fundamental concept that “design is not for philosophy, but for life,” and continues to evolve today (Pleats Please, 2018). Miyake also launched APOC in 1998 (“A Piece of Cloth” and “Another Possibility of Creation”) which was a revolutionary couture concept using fabric cut-outs. Miyake continues to be a fabric innovator and designer in each seasonal collection for Pleats Please.
1979
1995
2002
Pot Noodle production begins: South Wales
Around 300,000 Pot Noodles eaten per week
Producing 175 milllion pots per year: 5 pots eaten per second
2
‘Fue strapli
1992
2000
2003
Introduction of sauce satchets
Unilever aquires Pot Noodle: King Size
New flavours: Posh Noodle
2012
2006
el Britain’ ine is born
2015
Spinning fork Promotion Prize
2008-2011 GTi range launched, Pot Noodle Christmas, Harrods luxury Pot Noodle
Mac & Cheese launch ‘You Can Make It’ campaign
2014 Brazil survival kit: New flavour
2016-2018 Pot Noodle sold across 6 grocery stores & 4 online providers in UK
JAPANESE RAMEN NOODLES
Instant ramen noodles were invented in Japan in 1958 by a Momofuku Ando. Ando saw first-hand the effects of hunger during and after World War II and spent an entire year trying to turn traditional ramen noodles into a cheap, quick and transportable meal. Through experimentation, Ando found frying the noodles kept them mobile, and would turn into a meal simply by adding hot water (Marshall, 2017). The Japanese have a serious attitude on trying to make the best noodle. The consistency of food quality and image of Japanese noodle shops is the critical success factor for Japanese noodles. The instant noodles produced often reflect local preferences. The Japanese prefer seafood and mild spices. In the U.S. and UK, they are usually available with meat and mushroom flavours, or mild spices often referred to as Oriental flavour (Sarhan, 2015).
Traditional Ramen Recipe Usual Ingredients: 1 serving ramen noodles with choice of soup possible toppings: Narutomaki Fishcake Shiitake Mushrooms Nori Seaweed Wakame Seaweed Bamboo Shoots Soy Sauce Simmered Boiled Egg Spring Onions Sliced Meat (Chicken, Beef, Pork) TOFU Sweetcorn
Pot Noodle is Unilever’s original instant hot snack, known for being tasty, time-saving and a convenient snack or meal. Pot Noodle was launched in 1977 by Golden Wonder when convenience was the future and noodles were exotic. Instant noodles originating from Japan but have captured the hearts and stomachs of the UK’s youth (Unilever, 2018). Since the 70s, the Pot Noodle factory has been located in Crumlin, South Wales where millions of pots are produced each year. There have been a host of exciting Pot Noodle flavours since the 70s; from the classic Chicken & Mushroom, to incredibly hot Bombay Bad Boy, and more recently introduced flavours such as home comfort Sausage Casserole and a creamy Mac & Cheese.
There are no artificial colours or preservatives in a Pot Noodle with all flavours being 100% suitable for vegetarians.
In 2000, Unilever acquired Pot Noodle as one of its brands and produced the King Size Pot Noodle. In 2003 Posh Noodle was launched, with three authentic Thai flavours: Oriental Sweet and Sour, Spicy Chicken and Spicy Chilli. Pot Noodle has always been well-known for their award winning and highly amusing advertising such as the most recent campaign, #YouCanMakeIt, encouraging achievement of goals through Pot Noodle. Today Pot Noodle is available throughout 6 of the UK’s major supermarkets such as Tesco, Asda, Morrisons, Waitrose, Sainsbury’s and Iceland, and sold across 4 online providers including Ocado, Amazon, Amazon Fresh, and Amazon Pantry (Pot Noodle, 2018).
CONSUMER RESEARCH:
As shown above, Pot Noodle’s primary audience demographic are from the United Kingdom as they have the highest country rank for the brand’s website. It is also shown that most of Pot Noodle website’s traffic sources come from consumers physically searching for the website showing that Pot Noodle is a well-established brand with a well-known reputation.
It is evident in this screenshot from Similar Web that the majority of the consumers engaging with the brand are Japanese. This is due to Japan having the highest traffic for the brand’s website. As shown in this screenshot, most of Issey Miyake’s traffic comes from consumers physically searching for the brand on their desktop. This shows that not much traffic comes from social media or email, meaning that we should not go down these routes regarding promotional material. This also shows that Issey Miyake is an established brand with a well-known reputation aswell. Similar Web (2018)
POT NOODLE Consumer Board
Name: Katie Age: 20 Gender: Female Job Profile: Student, part time waitdress Location: Manchester, UK Behaviour: Interested in social media and spending time with friends, busy on the go lifestyle, not a large disposable income but aspires to buy designer brands, will purchase investment pieces. Key emotional tiggers/motivators: value for money, efficency, convinence, aspirational, inclusive. Potential Strategies: -Social media sponsered ads and posts -Blogger Influence -TV advertisements, Youtube advertisments -Product deals
POT NOODLE CAMPAIGN
“YOU CAN MAKE IT”
Pot noodle’s target audience have always been associated with ‘slacker culture’. Even though this had worked well for previous generations, they realised that it was out of touch with today’s 18-24’s.
Pot Noodle wanted to appeal to today’s go- getters. They launched a new campaign, “You Can Make It”, about a young lad who dreams of success in the boxing ring.
They changed their brand message and took advantage of the simplicity characteristic of the product.
The whole idea is that pot noodle is eaten by people who dream of success and do not have time to make a big meal. So, pot noodle is convenient and helps them have that extra time to spend trying to achieve their goals.
POT NOODLE
Online Presense & Brand Focus
Pot Noodle’s current social and online presense includes official profiles on Facebook (749, 365 Likes) Instagram, Twitter, Youtube and also thorugh Snapchat with filters 7 Snap ads. Pot Noodle’s new campign for their Pasta Pot featured placing product on stage as the star of the show in an attempt to increase brand reputation and gain a more respected image of the brand.
The prioirty of our research is insuring our whole project is focused on Issey Miyake. Our main points of research are all on brand to Miyake. Pot Noodle is product and is being rebranding as Isssey Miyake in this collaboration.
ISSEY MIYAKE X Pot Noodle Consumer Name: Hiroke Age: 28 Gender: Female Job Profile: Lifestyle
Magazine Editor Location: Tokyo, Japan
Behaviour:
interested in food, uses social media to show style, disposable income, follows latest trends with fashion & lifestyle, Aware of Issey Miyake’s brand - shops the Pleats Please collection.
Key emotional triggers/ motivators:
Desire, aspirational, cool, aesthetic, individualism, belonging/ niche
Potential strategies:
- In- store experience due to previous collection marketing strategies, which target consumers will know about - Potentially a social media focus, however Issey Miyake does not really use social media as a promotional platform.
Buying habits:
Iris Van Herpen, Gucci, Issey Miyake, YSL.
Hobbies/ Interests:
Blogging, shopping, social media, illustrating
BBC DOCUMENTARY:
WATERFRONT CITIES TOKYO, JAPAN: TOKYO: • 98% of the population in Japan are actually Japanese.
• The population of Tokyo alone is equivalent to the population of the whole of Canada. It is made up of villages and districts, intimate communities which patch up the city. There are 23 different wards in Tokyoeach ward has a mayor and a city hall.
“26 cities, 3 towns & 1 village”
Streets don’t have street names, usually by the number of the block. However, blocks aren’t in consecutive order. they are numbered by the date they were built.
OF THE WORLD; “Biggest city on Earth but still at a human scale” Japan is very densely populated, but it has the lowest average living space for a person. However, this doesn’t necessarily mean their quality of life is any lower. Despite the lack of space in general- during busy crowds, people still respectful of personal space. The entire city is based on public transport- the roads are so busy cars ride about 18KM per hour. Results in people using public transport.
BBC DOCUMENTARY:
WATERFRONT CITIES TOKYO, JAPAN: ADVERTISING: ANIMATION is a visual tradition. Historically: paintings and wood block print. More recently: animation and comic books. Mascots and characters are BIG in marketing- they are the mediators in Japanese everyday existence.
‘Cuteness’ and animatic tradition: if you put a face/ character on a product, the product can then advertise itself.
OF THE WORLD; SOCIALISING & ENTERTAINMENT
In Tokyo: a strong sense of responsibility and hierarchy within the workplace. Personal relationships with colleagues is very important, therefore people socialise mainly with work colleagues, after work. This is to “KARAOKE = EMPTY get to know each other on a personal level. ORCHESTRA” They usually socialise in same-sex groups. Karaoke bars are a popular way to so• Entertainment district: cialise in Japan. Karaoke = empty orpart of the city that nevchestra. It is seen as a form of expreser sleeps. Shops of up sion. People can train in solo cubicles to 8/9 floors as well as for 1 person at a time or spend their the use of basements night in a room for a group of people. (Shinjuku). • ‘Golden Guy’- used to be a neighbourhood of prostitution. There would usually be a bar and then on the 2nd floor prostitution service.
SHINJUKU
BBC DOCUMENTARY:
WATERFRONT CITIES TOKYO, JAPAN: EFFICIENCY & CONVENIENCE: Space is a very rare thing in Japan; it is frowned upon to park your bike. The eco-cycle automatic bike storage system: this is underground storage for up to 200 bikes per time. It is around 11 meters deep underground but it only takes 12 seconds to retrieve a bike. There are now similar car parking lots too. This is all rising urban Japanese Technology.
“You couldn’t just park your bike up anywhere, it is frowned upon.”
OF THE WORLD; Capsule hotels: when people miss their last train home people usually stay in a capsule hotel, as they are much cheaper than taxis. They are used as a place to stay and freshen up for work the next day, it is a normal thing to do, and not frowned upon. 1.5m x 1.5m space efficient ‘capsules’ are where people sleep.
“1.5m x 1.5m”
Vending machines: big in Japan. Very practical and efficient for on the go. You can buy anything: underwear, ties, food, drinks, books etc. Efficiency is key and very little interaction is needed, therefore speeds up time. Intelligent vending machines that provide products from analysing the customer through a camera. Can also depend on the time of day and the weather as to what they may want.
BBC DOCUMENTARY:
WATERFRONT CITIES TOKYO, JAPAN: FOOD:
Fish: The Japanese are the largest consumers in the world of fish. They consume on average 70KG a year and they catch 15% of the World’s fish. The quality of food is very important- Japan is known to have a very high quality food market. Noodle shops: small singular seats. Can choose from very fat, less fat or normal noodles, either with or without garlic. You choose this through pressing buttons on a machine- there is very little interaction between the customer and the worker and you don’t see their face when they serve it to you.
OF THE WORLD; Efficiency: ‘Fast food’ in Japan is not actually unhealthy or bad. The quality of food still stays the same, it is just not provided through slow, sit down experience like in restaurants 2 types of sushi places: Fast: Yo Sushi styleConveyor belt rotating experience: sit down and experience it being made in front of you.
BBC DOCUMENTARY:
WATERFRONT CITIES TOKYO, JAPAN: BBC Documentary: WATERFRONT CITIES OF THE WORLD; TOKYO, JAPAN. RESEARCH IDEAS
MAIN THINGS TO CONSIDER FROM THIS DOCUMENTARY: 1. Advertising in Japan. How to appeal and be relevant in Japanese culture 2. Convenience & efficiency and how this is a key part of the Japanese culture and lifestyle 3. The food market in Japan and how important it is to still focus on qualityeven if it is ‘fast food’.
To gather an understanding into the Japanese culture in general, we watched a documentary. This enabled us to outline where to begin our initial research for the project.
ADVERTISING IN JAPAN Look into how they advertise in general... Looking into animation: - Characters - Mascots - ‘Cuteness’ concept and how that sells well IDEA: create our own mascot/ character? How to relate to Issey Miyake brand.
S OF THE WORLD; CONVENIENCE & EFFICIENCY Look into how they make things so convenient and more efficient... - Vending Machines they use - could our product be sold in a vending machine? - How we can ensure our product will fulfil their need for convenience and efficiency? How will we then market this?
THE FOOD MARKET IN JAPAN Look further into the Japanese food market... - The importance of quality - The importance of the need for convenience and efficiency - Look further into the two separate types of food: 1. On the go 2. Experience (sit down style) Need to consider whether we are going to go down the convenience or experience route and what suits the Issey Miyake brand. Pot Noodle brand is more convenience and on the go- do we want to change this for Issey?
Scan code to watch BBC Documentary
THE WORLD OF GEISHA
MEMOIRS OF A GEISHA FILM RESEARCH
At the start of the project, we came to an agreement, as a team, on the importance of in-depth research and understanding of Japanese culture. This was so that we could ensure to approach the project in the most respectful and appropriate manner. We watched the film ‘Memoirs of a Geisha’ to gain insight into the Geisha world and how it is key within Japanese history and culture. FILM NOTES: - GEISHA: “A moving work of art” - A Geisha’s job is to entertain. - They entertain usually at Tea Houses for money. This is where people, (mostly men), go to socialise with one another. - Geisha’s rely on a clientele. Clients pay to see them entertain. A bad reputation can lead to loss of clientele.
- Geisha’s focus a lot on movement. Movements must be graceful and elegant. They dance with fans during their entertaining period, some even play instruments. - Men will sometimes pay (through bidding) to have sex with Geisha’s. They bid higher if the Geisha is still a virgin and ‘pure’.
GEISHA CULTURE IN JAPAN From watching Memoirs of a Geisha, we further researched into the Geisha culture which still is prominent in Japanese culture today. We watched documentaries on YouTube and read online articles. From researching into Geishas, we gained insight into: - Japanese fashion - Perceptions of beauty - Tea Houses - Entertainment elements Geisha ‘training’ is a thing. There are special Geisha schools in which Maikos move in to live. They pay their debt to the Maiko school by working for ‘free’ for the school, until their debt is paid off. Here, Maikos learn everything there is to know about becoming a Geisha (Geiko). From entertainment, to mannerisms, to how to dress and appear as a Geisha. At the end of training, Maikos endure a test- if they pass, they are no longer an apprentice and can go into the Geisha community as a fully trained Geiko.
Professional Geisha = ‘Geiko’ Geisha in training = ‘Maiko’
Differences between a Geiko and Maiko
THE WORLD OF GEISHA GEISHA CULTURE IN JAPAN
- There are strict rules in these Geisha training schools: elegance, innocence, gracefulness- KEY behaviours. Respecting the Geisha school ‘monarchy’ is a huge thing too. - Geisha ‘sisterhood’: every Maiko has an older ‘sister’ who has passed her Geisha test already (Geiko). The Geiko sister must guide and help the Maiko. The Maiko must therefore assist the Geiko to get ready when attending a tea house to entertain, and wait up until her sister arrives home from working for the night. This is how the Maiko best learns from the Geiko (about makeup, getting dressed etc.). - When a Maiko passes her Geisha test, there is a special ceremony in which she has to show her commitment to the Geisha community. Her Geiko sister is present at the ceremony to congratulate her on her achievement.
The history behind Geisha: In the 1920’s there were around 80,000+ Geishas. Now, there are less than 1,000. Appearance: The average kimono costs £5,000. Obi belt: holds the kimono closed, it is over 7metres of fabric. (Very heavy, which is why assistance is needed when dressing)They wear white foundation because in the olden days when no electricity was about, the white makeup would glow in the candle light and show their beauty. They can only paint their bottom lip red until they have worked for a year. Scan code to view documentary
JAPANESE BEAUTY PERCEPTIONS: Geisha makeup... - White face - Under-drawn red lip - Red eye shadow - Red eyebrows
IDEAS: Because Geisha’s focus on movement and grace, we could consider including elements of a Geisha into our film/ photoshoot. We could include a model appearing as a Geisha. However, there is a history of stigma around Geisha’s giving the perception of being high-end ‘prostitutes’ rather than entertainers. We would ensure to be considerate of this perception as it could tarnish the Issey Miyake brand.
STYLING IDEAS: - Kimono - ‘Obi’ waist belt - Wooden ‘Geta’ flip flop shoes - Geisha makeup - Neat, voluminous hair: buns with accessories
JAPANESE TEA CEREMONY The Japanese tea ceremony is called Chanoyu, Sado or simply Ocha in Japanese. It is a choreographic ritual of preparing and serving Japanese green tea, called Matcha, together with traditional Japanese sweets to balance with the bitter taste of the tea. Preparing tea in this ceremony means pouring all of one’s attention into the predefined movements. The whole process is not about drinking tea, but is about aesthetics, and preparing a bowl of tea from one’s heart. Even the placement of the tea utensils is considered from the guests point of view, especially the main guests called the Shokyaku.
The Japanese tea ceremony is an artistic pastime unique to Japan that features the serving and drinking of Matcha, a powdered Japanese green tea. Though Japanese greentea had been introduced to Japan from China around the 8th century, Matcha powdered green-tea did not reach Japan until the end of the 12th century.
The ritual preparation of tea is very simple, simplicity is one of the basics for preparing a bowl of green tea for the guests. However, each step of the preparation has fixed movements, and utensils have to be placed at pre-decided locations on the Tatami mat. It is drinking tea and serving tea with a lot of spiritual depth and a deep silence and serenity (The Japanese Tea Ceremony, 2018). This same ritualistic style and movement will be applied to the film campaign, with a Noodle Ceremony theme. The product placement will be predetermined and customers can follow the layout to perform their very own Issey Miyake x Pot Noodle Ceremony. The steps for the ceremony will also be displayed through the handbook.
Modern Tea Ceremony The New Way of Tea exhibition at the Asia Society Museum in New York (2002) featured juxtaposing tearooms and tea utensils created by contemporary Japanese architects, artists, and designers with those from other Asian cultures and the West who have been inspired by the aesthetic and philosophy of chanoyu (Asia Society, 2002) The Issey Miyake x Pot Noodle take on ceremony will feature modern elements such as using a stone slate versus tatami mat, and feature man-made based chopsticks versus bamboo.
CHA-OLO TEA HOUS EXPERIEN For primary research, two members of the group visited Cha-ology Tea House in Manchester, with hopes to gain a real insight into Japanese culture. The minimalistic interior reflected Japanese design. The clean, natural colour palette of browns and greens reflected the pure and simplistic nature of Japanese Tea Culture. These aspects of Japanese culture can give us inspiration for our film.
OGY SE NCE
We found that it is in Japanese culture to do things step-by-step. The server was very graceful and gentle when serving the tea. She was very orgnanised and specific as she did everything one thing at a time. Each tea had a different method when making them. The server carefully demonstrated the two different methods of how to strain our tea. She was very informative explaining how and why each step was vital, as well as giving us information about the characteristics of each tea. Knowledge about the products seemed to be important in the tea house.
STE
The server demonstrated the methods to us first, explaining timing of the straining process. The second and third time was left to us to try out. The longer we left the tea leaves/ rice to strain, the stronger the bitter taste was.
EP-BY-STEP
SOUND, ATMOSPHERE MOVEMENT
&
The environment was very relaxing and peaceful. There was soothing music playing quietly in the background and there was a huge element of respect during the experience. There were a set of rules we had to follow, which we were made aware of whilst booking our table, to ensure the peace and tranquillity of the tea house was maintained. We had to whisper and make as minimal noise as possible, alongside removing our shoes before kneeling at the table. The owners of the tea house also abided by these rules. During the experience, we took short videos to capture the process of the tea house, enabling us to look back and consider the sound and atmosphere of the environment for our own promotional video.
LEARNING FROM JAPAN Exhibition - Primary Research
Whilst two of our group members were on a university trip to Copenhagen, earlier this year, they came across an exhibition in Design Museum. The exhibition, ‘Learning from Japan’ gave us insight into Japanese art, craftsmanship and processes which was reflected through various pieces of furniture, tableware, ornaments and lighting. This has helped us to gain inspiration for our project, from different places other than fashion and clothing.
This digital print instantly relates to Issey Miyake. The textured pleat effect is something that Issey Miyake creates in majority of his designs. This shows clear connections between the Issey Miyake brand and its Japanese heritage and culture. We will ensure to hold a strong focus on textures and pleats throughout this project as they are a vital aspect of both the Issey Miyake brand and Japanese art. This pleated texture can also relate to the Pot Noodle brand- it almost looks like the pleats/ pattern that dry noodle blocks have.
LEARNING FROM JAPAN Exhibition - Primary Research
Paper is produced in Japan from a number of different plant fibres. Origami, the Japanese art of paper folding, has been a source of inspiration for lampshade design for many years. More recently, its influence has extended to the world of clothing and fashion. A lot of Issey Miyake’s designs replicate this origami inspired
style with the repetition of clean cut pleats and folds. This folded paper concept can also relate to Pot Noodle in some ways toothe texture of dry noodles can replicate the sharp, crispness of paper folds. These corrugated style boxes could be inspiration when considering our packaging, later in the project.
There were a lot of plate set ups at the exhibition, which included cutlery and plenty of soup bowls. This layout reflected the idea of the Japanese Tea Ceremony in some ways as each item had a specific place on the table. The ceremony style set ups triggered ideas to possibly replicate a Japanese Tea Ceremony as part of our video/
photoshoot. The black, white and red colour scheme in the above image not only reflects the Japanese culture, but would also be seen as a colour scheme that Issey Miyake would use. The amount of rounded objects is interesting- we would consider this if we were to take this idea further for our video/ photoshoot.
LEARNING FROM JAPAN Exhibition - Primary Research
Near the end of the exhibition, there were lots of Japanese art on display. Although this artwork seems to be irrelevant to our project, in comparrison to the rest of the exhibition, it helped us gain a further understanding into Japanese culture.
NEW LOGO DEVELOPMENT
Using Adobe Photoshop
Initial ideas were to keep the logo design very simple and clean. In the first image- we took the image of the noodles from the Pot Noodle logo which looked like the letter S, and replaced the S’s in the Issey Miyake logo. We felt this was very effective and was still including both logos- in a very subtle way. We think that these two image ideas are very suitable and relatable to the Issey Miyake brand and its current and previous logo designs. These were considered as possible final logos for our packaging.
We experimented with different ways to incorporate both logos within our new logo. This was much easier to imagine when we turned the Pot Noodle logo to black and white as it was now matching the Issey Miyake logo. The two logos looked like they belonged together a little more. Trying to play on the Japanese element, we added a set of chopsticks (crossing over giving the illusion of a ‘collaboration X’). We repeatedly repositioned the chopsticks to find the most effective way to place them. We realised they worked better when they were not giving the collaboration x image. After repositioning both logos numerous times, we finally tried to overlay them.
The main goal was to have the Issey Miyake logo the most prominent within the image, so we changed the opacity of the Pot Noodle logo to 52%. This enabled us to include both logos, but ensure that the Issey Miyake logo stood out the most.
NEW LOGO DEVELOPMENT
Using Adobe Photoshop
We tried to incorporate colour into the logo. Despite Issey Miyake’s minimal design using a colour palette of mainly monochrome shades, from research we noticed that he still incorporates harsh shots of minimal colour within his work. We tried adding colour backgrounds that we thought would match well with both the Issey Miyake and Pot Noodle brands- however, we felt that these designs (images to the left), were more fitting to the Pot Noodle brand, rather than Issey Miyakethe green colour background especially. We experimented by using other colours that we felt related more to Japan and the Japanese culture such as red, but we still felt this was more in line with the Pot Noodle brand instead.
Instead of changing the background colour, we experimented with changing the colour each logo Adding colour to the Pot Noodle logo would mean that the colour would be faded as we decided to change the opacity to around 52% to ensure the Issey Miyake logo stood out more. Adding colour to the Issey Miyake logo looked more professional and realistic. However, we were not satisfied with the effect of the logo colour compared to the effect of the logo when it is bold and black.
FINAL NEW LOGO DESIGN
Using Adobe Photoshop
We finally decided to go with the above image as our final logo. Although we really like the simplicity and cleanness of the Issey Miyake logo with the image of noodles replacing the letter S’s, we felt that as it is a collaboration with another brand, we wanted to ensure this was clear within the logo. Therefore, we thought it would be best to ensure both brand’s logos are included within
the initial logo. If the collaboration was to develop further, we could consider this as the next logo as it would need to be less obvious. We have however, thought to consider the simple logo with the noodles as the S’s to use within our promotional material, as we feel that this logo is very on brand with Issey Miyake.
We felt that the subtle splash of colour on the chopsticks would be a good way to represent the different flavours that would be available from the collaboration- each flavour would be represented by a different colour. The final decision was made to use a deep ‘ox-blood red’ shade to represent our ‘Spicy Shoyu Tonkotsu’ flavour. The deep red shade works well with the striking black Issey Miyake logo and the not so prominent Pot Noodle Logo. The flavour will also be labelled in the deep red shade with a black shadow to make it stand out. The idea of the different coloured chopsticks is that consumers will be able to make connections between the colour and the flavour.
JAPANESE FOOD PACKAGING Primary Researching at Asian supermarket Wingyip
We decided to look at both high end and cheap packaging to help us establish the differences in design. The cheaper packing is very bright and bold. There is a big focus on imagery- most show a realistic example of the product when it is cooked. There is also a lot of text- making it very overwhelming to read.
This research has enabled us to realise how we do not want our product to be packaged. This style of marketing is more in line with the Pot Noodle brand rather than Issey Miyake.
SUSTAINABLE PACKAGING Research
Issey Miyake produces some of the most advanced apparel on the planet. His collection’s are all crafted from material which is recycled PET thread. Issey Miyake’s sustainable technique helps produce around 80 per cent less CO2 than the process of creating polyester from petroleum. (O’Flaherty, 2017)
The collection, 132 5, was based on the idea of origami and sustainability. The number 1 of the collection’s name refers to the single piece of cloth used to make each piece, 3 for its three-dimensional shape and 2 to the fact it can be folded into 2D and 5 to the idea that each garment can be worn in may ways. (Vogue, 2010)
As Issey Miyake is heavily influenced by sustainability and origami, it is important to produce the packaging with sustainable elements. There is a lot to think about when producing the packaging as it is a food based product so it needs to be practical for hot food.
“We need to balance hand craft with technology in design”- Issey Miyake
The best materials for sustainable packaging are: •Bio Plastics. These are plastics made from plants. •Sugar Bagasse. The waste material produced once sugar cane has been harvested for the sugar syrup is called bagasse. •Recycled Plastic. •Recycled Paper. •Palm Leaf. Eco-friendly packaging is easily recycled, and is safe for individuals and the environment. It makes use of renewable energy, and uses as much renewable or recycled materials as possible. It is also known as green packaging, or sustainable packaging. (London bio packaging, 2018)
SUSTAINABLE PACKAGING Food Packaging Research
Although we really like the creativity of all of these food packagings, we have decided to keep the noodle pot simple and based off of a coffee cup design, as this is both time and cost efficient. It also fits with the simplistic, and minimal style of Issey Miyake. We want the cup to be of a high-end design and luxurious, which is why we decided to turn it into a ‘kit’. We would consider these more innovative designs when thinking about the box for the whole kit.
SUSTAINABLE PACKAGING Food Packaging Research
HEATWAVE CUPS:
company that produce a variety of cup packaging that can be When researching into our printed onto. They all have packaging it was important to different shapes and styles that consider the suitability, as the would benefit all customers. product contains hot food and This cup idea for our noodle liquid. We also had to think about packaging was beneficial sizing, style, and cost that would as it was easily and quickly reflect Issey Miyake’s brand accessible, as well as reasonably image, as well as what material priced. There was also no need we could print onto for the logo. for a separate sleeve or double Firstly, we researched into cupping (Printed Cups UK, Printed Cups UK which is a 2018).
The heatwave cup fits in with Issey Miyake's brand image due to the ripple effect design, as it links in with his pleated collections. This is useful as we are wanting to make the noodle packaging design high end and luxurious. Although, we liked the idea of printing on the heat wave styled cup because of the ripple effect as it reflected Issey Miyake’s style. However, it was quite expensive for a logo to be printed onto a small cup. FEATURES -Full coverage print -Food safe inks used -Can be custom printed up to 6 spot colours - Paperboard used is food grade with food grade polyethylene BENEFITS (PE) lamination -Increased speed and inside cost efficiency: no need for a separate sleeve or double cupping -They provide a more comfortable experience in the customer's hand. Recyclable via correct facilities
PACKAGING SUGGESTIONS Best suited for hot beverages such as Coffee, Latte, Cappuccino, Hot Chocolate, Espresso, Tea, Mocha, Soup
LASER CUTTING After researching into heatwave cups for the noodle packaging we thought laser cutting could be a possible consideration for the packaging design process as it’s a different technique and it can also link in with Japanese Culture. We wanted to incorporate interesting geometric shapes within the corrugated card so that it is similar to Issey Miyake’s geometric designs that have featured in his collections.
We then started looking into laser cutting services in Manchester. However, each location was quite far from University so we had to think about transport. Other disadvantages included limited time and cost, as well as the time it would take to laser cut the corrugated card. Other factors to think about would also be the materials used, the complexity of the design that would be engraved and the fact that this will also influence the cost (Cog ‘O’ two, 2018).
We decided to not go forward with laser cutting as it was not considered a possible design outcome anymore and we had to think about whether printing our new logo was practical onto the corrugated card. However, after emailing the print services at MMU this was not possible to have our logo printed onto cardboard. This then set us back and we had to think about different materials for our packaging that is easier for printing but also fits in with the product and brand image.This lead to our final design of creating the logo our packaging with paper and using a used coffee up so save money and time for ourselves.
TEST SHOOT With mock up of packaging
We carried out a test shoot to gain an idea of what direction we wanted to go in with our photoshoot / video. We decided that a plain white background best suited the Issey Miyake brand, as a lot of his product promotion imagery is minimal, straight to the point and very product focused.
The lighting was hard to perfect- this was because of the white backdrop against the white packaging resulting in the product looking ‘lost’ in the background. We knew that we would have to consider this during our real photo/video shoot as it could be a problem.
Good product shots are We created a mock up of essential in our photo/video possible packaging for the test shoot as Issey Miyake focuses shoot and experimented with on the product a lot. The images different lighting and lighting of the product have to be strong positioning to create shadows. and of good quality- reflecting the Issey Miyake brand.
PACKAGING DEVELOPMENT
LOGO BAND
Initial sketch design of packaging. After thorough research into different label ideas for the packaging, we found that it would be most time efficient to use the back of a coffee cup label. We found it a struggle however, to create a band for the coffee cup which would be the exact same size and shape as the cup. After various attempts, we scanned the labels in which enabled us to get a more specific size and shape to work from.
Coffee cup label outline.
Scanned in labels: We collected various coffee cups to gather a collection of different labels. We decided to use the back of the labels as possible borders for the cup. This would be a lot less time consuming than using and printing on corrugated card, as previously planned. The three best label borders we found were the more textured ones- we experimented with colouring the top and bottoms with a black marker to create a ‘border’ for our logo to be printed on to. The final decision was the bottom image- we felt that this design best reflected the Japanese style we wanted to ensure to keep- as both brands are associated with Japan.
PACKAGING DEVELOPMENT
LOGO BAND
The ingredients list was created through researching into the ingredients of noodles brand such as Pot Noodle, Koka and Super Noodles.
We wanted to keep our packaging simplistic but still creative. We found this barcode image very playful and a fun way to incorporate creativity. We decided to recreate this barcode for our packaging as we felt like this would be the perfect finishing touch.
Redesigned Issey Miyake style barcodes- adding our own twist with Issey Miyake written in barcode-style numbers. We decided to go with the top image as our final barcode.
KIT DEVELOPMENT
The cup of noodles will be recyclable, whilst the lid that comes with it is reusable. The Issey Miyake branded chopsticks are collectables and also reusable. Both the flavouring sachet and Shoyu sauce will be branded Issey Miyake too. The idea behind the ‘kit’ is to make the noodles more exclusive and luxurious than the usual Pot Noodle- thus appealing to the Issey Miyake consumer.
The Issey Miyake x Pot Noodle kit will contain: 1x Cup of noodles 1x Set of chopsticks 1x Flavouring sachet 1x Shoyu sauce 1x Paper die cut bag
We created a variety of mock up packaging boxes in different shapes and sizes. We found that the petal style box (pictured above) would be best suited for our kit packaging. We wanted a box that would contain all of our kit- chopsticks included, and therefore we had to ensure the box would be tall enough. The website SaxoPrint (no date) is something we would consider to use when printing our kit packaging. This would be good to have for our exhibition space.
INITIAL IDEAS FILM For Initial photoshoot/video ideas we started looking into Issey Miyake’s online campaigns varying from his home collection to his 'pleats please' videos.
We mainly based our campaign on inspiration from Issey Miyake’s pleats please campaign of the flower directed by Taku Satoh. The video features stop motion movements and also contains a playful element that can be inspired by Pot Noodle.
We also wanted to focus on the minimalist aspect from Issey Miyake’s pleats please and the layout inspiration came from the tea ceremony. The tranquillity and sound are important in each movement to create the effect of the tea ceremony. A white background was also vital for the photoshoot/ video to focus on the product to show the design of the packaging we had created.
We had to think about a minimalistic location that would be perfect for our shoot and would fit in the style for a tea ceremony. It was also important how we would perform the Japanese tea ceremony within the video so for our first initial idea we wanted a model in the video performing the slow and important steps showing the respect within the Japanese culture, how the product is designed and the instructions on how to make the pot noodle.
ASMR
A Focus On Sound
Japanese Tea Ceremony provides tranquillity and peacefulness with a focus on sound which links to ASMR triggers. ASMR (Autonomous Sensory Meridian Response) is a physical tingling sensation which can begin at the crown of the head or in the spine and limbs. This response occurs when hearing certain sounds, a soft voice, watching someone
carefully perform a task or receiving personal attention. Since Youtube videos of ASMR triggers began in 2009 with millions of viewers, their popularity has grown very quickly alongside a huge worldwide community. Viewers state that ASMR directly helps them to overcome insomnia, anxiety, PTSD, times of depression, and general relaxation (Whispers Red ASMR, 2018).
ASMR videos can be used as a marketing tactic, due to high views and the popularity of the relaxation element it provides. In advertising, ASMR makes the consumer not only enjoy the ad, but continue watching it and in the end, purchase the product.
For example, IKEA’s 2017 campaign called Oddly IKEA, targeted these viewers through a 25-minute-long ASMR filled trigger video featuring products for a student dorm room, crinkle sounds of bed sheets, soft descriptive speaking and tapping of textural objects (Hosie, 2017).
Pictured above is the famous and highly viewed Youtube ASMRist, Ella Smith, a.k.a, Whispers Red. (http://whispersredasmr.com/, 2018). For the Issey Miyake x Pot Noodle Campaign film, elements of ASMR were planned to be used to tap into this popular film trend, but also relate back to the importance of tranquillity in a tea ceremony. Along with the focus on quietness and attention to detail, including ASMR trigger sounds, such as the boiling of water and the ripping of a plastic sachet.
Issey Miyake Exhibition Study: Anima of Onomatopoeia
In August 2017, Issey Miyake’s Pleats Please Collection featured an exhibition range labelled Anima of Onomatopoeia. This is another form of interpretation from sound, which contributed to our initial film inspiration. Onomatopoeia is the formation of a word by imitation of a sound made by a subject (Dictionary.com, 2018). Miyake’s Onomatopoeia range focused on expressing sound with rich images evoked by words through dynamic patterns (Issey Miyake Inc., 2017). The exhibition also featured a stop motion video by Tomohiro Okazaki, who added movement to the unique onomatopoeic world of PLEATS PLEASE, infusing it with life. This film alongside other Issey Miyake stop motion campaign films such as Flowers, made us to decide to create a stop motion campaign focusing on “Mickey Mousing”.
JAPANESE ADVERTISING “6 OBSERVATIONS ON JAPANESE ADVERTISING”
1. Bigger, Brighter and Bolder = Better In order to stand out, around other competitors, advertising in Japan has to be big and bold. 2. Advertising is EVERYWHERE! Whilst Japan lacks space in general, this struggle also applies in advertising. Any free wall space is used to advertise something. 3. Informal advertising is favoured over conceptual Japanese advertising tends to be more focused on providing clear information of how products work. 4. Japanese advertising embraces (the most bizarre) humour An example: Toyota’s ‘Jungle Wakudoki’ advert.
5. Celebrity endorsement is in high demand Like the UK and USA, Japanese advertising uses celebrities to sell products too. 6. Anime can be used to sell practically anything AnimationHUGE in Japanese advertising. Cute characters are used to sell majority of products. We will take these points into consideration when thinking about our advertising to the Japanese consumer.
CHARACTERS IN ADVERTISING Animism, the idea that all things in nature possess a soul, is a major belief in Shintoism, which is Japan’s religion. In animism, even rocks, mountains, and natural forms are considered to have a soul, and have such value and importance. Some speculate that this concept is linked to Japan’s affinity for the cute character based merchandise known as “character goods” in Japan.
All over Japan, mascot characters are commonly used by local commu-nities to lend a symbolic presence to a major event: Japanese people being lovers of anime and cartoon characters, these mascots are highly popular everywhere. The characters also often adopt the instantly recognizable form of a region’s special product, culture, history or other outstanding feature, and they’re considered familiar figures and widely loved.
Some experts say cute characters featured in Japanese advertising has helped modern marketing strategies. For example if you can get potential customers to associate a cute character with your product, you’ve got an edge over your competitors. Whether or not that cute character actually has a real connection to the product it is not important, as long as a visually pleasing connection is made (Baseel, 2013).
One of the most famous mascots in Japan is “Funassyi” who is know as a superstar in a pear costume. In the world of Japanese mascots these “yuru-kyara” (meaning gentle or laid back characters), have been a huge and creative presence in advertising in Japan for decades. But Funassyi is a hyperactive talking and dancing pear who has distinguished himself from the pack (Ripley, 2014).
EMOJI LANGUAGE Issey Miyake Emojis: New Communication
Over 90 percent of the world’s 3.2 billion Internet users regularly send emojis a.k.a “picture characters,” as the word means in Japanese, with over 5 billion being transmitted everyday on Facebook’s Messenger app alone (Evan, 2017). Since originating in Japan in the late 1990s and going global in 2011, emojis are the next evolution of communicating simple and complex thoughts or emotions, with simple pictures. Emojis can even transcend language barriers. A smiley face is universal, and now there are thousands of emojis that are gaining worldwide acceptance and allowing an entire generation to communicate across borders (Brenner, 2015).
HATSUNE MIKU
Hatsune Miku is very well known holographic pop star in Japan. Even though she is not real, the public still pay to attend her concerts. This shows how much of an influence she has on Japanese culture. We considered the idea of using a mascot, i.e Hatsuna Miku, for our promotional material, but decided that an emoji line was more personal and accessible for the target consumer.
LOCATION
Research for Photoshoot Sites
For the photoshoot location, we wanted the site to be on brand with Issey Miyake and feature an oriental, preferably Japanese modern aesthetic feel. A popular Asian restaurant,Tattu, initially came to mind due to the laser cut interior designs and blossom trees. However, after emailing the business about enquiring about use of space, we did not receive a response.
Next possible location included pop up space Hatch. Interiors feature simple wood chairs and tables, and rooms filled with natural lighting, although the windows exposed the city background and would create unwanted visuals during filming and photoshoot.
Cha ology was a largely considered location after conducting primary research on site, after a recommendation from our lecturer Martin. The tea ceremony concept stemmed from this experience and the location would be the most true to fulfilling a potential noodle ceremony. Unfortunately, after contacting the business, they declined our use of the space due to the experience of the customers.
We came across a Northern Quarter Japanese themed bar called Lost in Tokyo. The interior features a Japanese Geisha painting, traditional lanterns, and small plants. We contacted the business and they agreed to us using their space before 4 o’clock on Thursday. In the week we decided Lost in Tokyo was unsuitable for a minimalistic Japanese noodle ceremony. We also agreed that the location did not match Issey Miyake branding.
We looked into traditional ramen restaurant Shoyu as inspirational as it ties into Japanese ramen soup, but also features modern designs and elements such as the lamp above which closely resemble Issey Miyake’s home range design.
After a test shoot with Lukas in the CFD studio space the previous week, we realised that the product shot was better than expected in this setting against a white backdrop. We decided to contact Lukas and shoot our film campaign with in a one hour time slot. The white backdrop was perfect to capture stop motion as it is time and cost efficient and also kept the minimalist theme within the film. The white backdrop has also been used in Issey Miyake campaigns.
FILM PLAN Planning/Final Decisions
In final decision prior to filming, we decided to focus on stop motion and “Mickey Mousing” within film versus a focus on ASMR triggers. The studio room for shooting was our CFD workshop classroom which limited us to filming with a sound focus as it was very loud and disruptive, which is the opposite of what’s needed to film ASMR videos.
In the world of film and animation music, “Mickey Mousing” is the affectionate (and occasionally derogatory) nickname given to a technique whereby the music and the action on the screen are completely in sync with each other. The reason this technique is called “Mickey Mousing” is because it first appeared in the 1928 cartoon Steamboat Willie starring Mickey Mouse (Film Music Central, 2018).
Laura Hypponen, film director, gave a guest lecture on the 18th on January in CFD class. The presentation provided various steps to planning a film production, including role allocation, storyboarding, shot planning & telling a narrative. Below are images of her presentation and mind maps/boards that we replicated to plan for the Issey Miyake x Pot Noodle campaign shoot.
Crew Role Board
Storyboard example
TEAM ROLES Crew Mind Map
STORYBOARDS We decided to create a shot by shot stop motion film to connect with the playfulness and vibrancy in Issey Miyake campaigns and also connect with the fun upbeat campaigns of Pot Noodle. Stop motion will tell an enticing and gripping narrative of bringing the kit items to life. Extended pauses following the musical beats make the viewer continuously question, what’s next? Stop motion is a filming technique used to create animation sequences using any type of object whose characteristics and position can be manipulated. Objects are carefully manipulated in increments which are individually photographed. The individual images are then put together into a playable film. Playing the film creates the illusion that the manipulated objects are moving (Wonderful Cinema, 2018).
Initial & Final Storyboards
SHOT LIST Photoshoot Plan & Notes
After the shoot, we realised we had shot in the wrong size ratio of 4:3, but this mistake ended up being a positive in creating a square look, which links directly with the collaborative step by step handbook.
PHOTOSHOOT
On-Site: Hollings, Manchester Fashion Institute, C2.03
On shoot day, we had an hour slot to work with Lukas and the white studio backdrop space set up. Lukas rented out all lighting equipment, tripods and remote through the university. We shot the photos on Alice’s Panasonic Lumix G7 camera with a connected remote to the external Bowen lights and used the Gorilla Tripod to keep the camera steady while shooting the 500+ images we took for the stop motion film.
FILM EDITING Post Production, Software & Narrative
After reviewing the photos post shoot, there seemed to be a blue tint and colour error made from the camera setting. All images were edited within Adobe Lightroom to up the exposure, temperature and shadows.
Lucky, this was an easy fix edit, but was due to the lack of checking white balance setting in the camera on day of shoot.
To bring together images and create the stop motion film software Final Cut Pro was used. The music, introduction shot, and outro shot was all inspired by Issey Miyake’s Flower’s Campaign filmed by Taku Satoh. Just as Satoh did, we brought the product noodle kit to life through animation and music.
The final film was exported as a master QuickTime file with 1920 x 1080 resolution, standard colour space of 709, 23.98 frames per second and 2 minutes long.
FINAL FILM
Mock Ups & Final Film Upload
The Issey Miyake x Pot Noodle Campaign Film will be shared on all social media platforms from both brands to promote the new collaboration. The film will also be uploaded to both brand’s Youtube profiles, due their film content being mainly posted via this site.
Scan to Watch the Promotional Campaign
PROMOTION: ISSEY MIYAKE How Issey Miyake currently promotes...
When researching into Issey Miyake’s promotional techniques, they were typical of a high end brand. The use of their social media is limited, posting a couple of times a week about new products, celebrities in Issey Miyake clothing and their catwalk shows; which are also live streamed on Facebook.
Limiting engagement with a consumer on social media, can give the image of exclusivity. For example, Issey Miyake do not make effort to gain more followers by creating online competitions, this means that the brand’s online activity is limited.
Instead, being a visual brand, Issey Miyake relies heavily upon ‘concepts’ and visuals for promotion. These include promotional YouTube videos. The videos strongly reflect the brand image, they are typically very clean cut yet interactive. The use of sound and stop motion within their videos gives an edgy vibe to the brand. The videos are usually against a white background and filmed at an angle, featuring bold
colours and intricate designs. The videos are occasionally shared on the brand’s socials, such as their main Instagram @isseymiyake.antwerp and on their website. We will consider the use of Issey Miyake’s promotional technique and online activity when creating our own campaign. We ensured that our video was produced to a similar standard as the brand, as it is their main form of promotion.
PROMOTION: ISSEY MIYAKE
Social Media
The company post daily/weekly on social media, activity increases if they are releasing a new campaign or collection. Posts generally include links to newly restocked items or celebrities. The brand have several social media accounts. Issey Miyake Antwerp, both on Instagram and Facebook, which gain the most followers and have the most activity. However, the brand also have Issey Miyake Europe and Issey Miyake USA. Issey Miyake Parfums, being a big brand in itself, also have their own social media. The USA accounts have significantly less followers, suggesting that the
brand is less popular in the USA. Reasons for having different accounts may be that they have several different consumers in different areas of the world, especially being a luxury brand. Consumer preferences vary globally, so they must change the way they speak and promote on their social media, depending on the location. When promoting ourselves, we must consider this. For example, if we were to use social media in our promotion, we will need to promote to just one country, or possibly adapt to the global consumer too.
Instagram followers:
Facebook likes:
@isseymiyake.antwerp– 64.5k @isseymiyakeusa– 8427 @isseymiyakeparfums– 32.6k
Issey Miyake Europe– 34,306 Issey Miyake USA– 3102 Issey Miyake Antwerp– 2370 Issey Miyake Parfums– 197,537
PROMOTIONAL MATERIAL POP UP EVENTS
Issey Miyake’s main form of promotion for launching new campaigns is through the use of pop up shops. It is important that we use this form of promotion to launch our Pot Noodle in order to stay on brand. We have researched into some of Issey Miyake’s previous pop up’s that we can gain inspiration from for our own launch event.
Issey Miyake’s “FLORIOGRAPHY” New York’s Museum of Modern Art (MoMA) has a museum shop called MoMA Design Store. The store opened a limited period pop up shop selling the 2017 holiday season-limited series ”FLORIOGRAPHY” that was designed by Issey Miyake. Issey Miyake has always focused his designs around ‘one piece of cloth’, pushing the boundaries of Japanese culture and westernstyle fashion. For Christmas 2017, Issey Miyake created a FLORIOGRAPHY pop up which is about expressing your feelings for that special someone through a flower bouquet and a letter. Your message of love will be gently wrapped as a flower corsage. The message card in
this set reads the short phrase “DO YOU REMEMBER?” and the words “WARMTH” and “SUNSET”. Being surrounded by these words, you can add your own and compose your own message. (Moshi Moshi, 2018) Issey Miyake’s original materials are made using Steam Stretch. He uses this as a base to make his flowers. Starting off with a square piece of fabric, he applies steam to make it shrink, creating a 3D effect that can then be shaped into 3D flower. He has produced four flower designs using this method. We can consider the use of this fabric when creating our pleated packaging, however, the method is complex and the availability of this fabric will be limited.
PROMOTIONAL MATERIAL POP UP EVENTS
Visual Series – Pleats Please food pop up (VITAMIN SERIES 4)
The campaign is based on fabric manipulation to create food products out of pleated fabrics. As we are collaborating with As a part of their visual series, the brand with a food product Issey Miyake created a ‘Pleats ourselves, we can draw a lot Please’ pop up in stores across of inspiration from this pop up Japan. A pumpkin was added to and we can base our launch the VITAMIN series in PLEATS event on a similar idea. We PLEASE ISSEY MIYAKE stores were particularly inspired by the throughout Japan. This was photography of this campaign the finale of this visual series when shooting our own. created from PLEATS PLEASE fabric. (Miyake, 2018)
P l e a t s P l e a s e I s s e y example, rectangular objects Miyake & Nagai pop-up shop mimicking the beast-like forms by Keisuke Fujiwara have been made into occupiable sculptures. Cut out partitions that A collection of products for distort views across the plain the brand Pleats Please Issey white gallery, create hanger Miyake, in collaboration with racks, or function as shelves to Japanese graphic designer display furniture. (Designboom, Kazumasa Nagai, were recently 2018) launched. Each item is based on motif of the five animals featured This was one of Issey Miyake’s poster ‘life’, which was painted most creative pop up’s, it is by Nagai in 1993. To celebrate very artistic and conceptual. We and promote the release, a must consider these innovative one-week pop-up shop was and playful elements when we imagined by Keisuke Fujiwara. create our own pop up. We will When translating the series be inspired by this particular pop into a pop up, Fujiwara realized up as its playfulness will appeal that the playful graphics could to our Pot Noodle consumer. shape architectural details. For
PROMOTIONAL MATERIAL POP UP EVENTS
Bao Bao pop up
handbag's geometric patterns, which easily fold and transform Japanese studio Moment inflated into different shapes. (Frame Bao Bao, a temporary store for Web, 2018) Issey Miyake situated in Tokyo. The pop up was enclosed with In this instance, Issey Miyake walls of floating balloons. Filled created a pop up which visually with helium, the balloons stayed reflected the product being afloat long enough to host Issey promoted. This was a clever Miyake's famous line of bags way of attracting attention and and pouches for seven days. gaining awareness for the The floating partitions invited product, we could mimic this use curious passers-by to enter of promotion when launching our the space. The display’s pop up. For example, making the surfaces reflect the signature pop up visually reflect the limited look of the popular Bao Bao edition Pot Noodle, such as the bags. The modular grid of product shape or its colours. aluminium balloons mimic the
INITIAL IDEAS PLAN: Pop Up event
WHERE?
Where will we hold the pop up event? - UK? - Japan? We will have to adapt accordingly to suit each marketplace.
WHAT?
WHY?
What will happen at the pop up event?
Why are we holding a pop up event?
What will the concept of the pop up event be?
Why will we use this concept?
What will the source attraction?
Initial ideas are to create a pop up event, similar to previous Issey Miyake pop ups. The event will have a specific conceptwhether that be focused on the product (noodles) or a completely different thing (e.g. a new emoji language). Previous pop ups have all had a specific attraction i.e. floating
be of
Why are we targeting the UK and Japan?
helium balloons, mannequins like an exhibition and life size plastic figures. We will need to come up with a specific attraction for our event. We could play on the idea of noodles or bring in a completely different attraction. All of the pop up events are fun and creative. We will ensure to replicate this in our event.
PROMOTIONAL MATERIAL FINAL LAUNCH EVENT
To launch the Issey Miyake x Pot Noodle, we will host a pop up. We are doing this because it is Issey Miyake's main form of promotion. After researching into previous campaigns, we discovered that the brand's pop ups were digitally interactive and always reflected the product being sold. We must replicate this when creating our own pop up, we can also take inspiration from it when creating our exhibition space.
Of course, the Japanese consumer is very different to the UK consumer and both respond to different types of marketing, including digital promotion. Knowing this, we will create two separate pop ups to launch in both countries to target both consumers correctly.
For the UK pop up, we have decided to host it in Harrods in London. It is the UK’s fashion capital and home to the only Harrod’s department store in Originally, we planned to launch the world. “Harrods is one of only in the UK, however, we felt the world’s largest and most that with the right marketing, Ja- famous department stores. With pan would also benefit from Issey more than a million square feet Miyake x Pot Noodle. Japanese (90,000 sq m) of space, Harrods consumers are the brand's big- sells luxury and everyday items gest purchasers and we believe across seven floors and 330 that we would be missing out on a departments” (BBC, 2010). It also big opportunity if we were to only hosts an in-store food hall and in launch in the UK (Similar Web, 2015, opened a full floor dedicated 2018). to the ‘Superbrands’.
This fits in perfectly with our consumer and our product. The Harrods consumer is very likely to buy an Issey Miyake x Pot Noodle product as they have a lot of money to spend on luxury goods and will buy a luxury/designer collector’s item such as our limitededition Pot Noodle. “We represent 25% of the retail spend of the Chinese in the United Kingdom,” affirmed Michael Ward, Harrods managing director. “We do 50% of the Middle Eastern spend. We have huge tranches of overseas visitors. Most of the world’s highworth individuals come to Harrods to shop.” (Forbes, 2018).
This proves that the Harrods consumer is not only UK based but also global. “The Harrods name is synonymous with luxury, excellence and service. Visitors to our department store can expect to enjoy an exemplary level of care, outstanding personal service and a brand of magic experience only to be found at Harrods.” (Harrods, 2018)
PROMOTIONAL MATERIAL FINAL LAUNCH EVENT
When designing the pop up, we decided to make it reflect the Pot Noodle product, as this is what Issey Miyake has done previously when launching new products. For example, because the packaging features textured card, we intend to make the walls of the pop-up shop appear textured with the same print. The colours of the pop up will be black and white with hints of red, taken from our logo colour scheme. When you enter the pop up, it will smell of the Spicy Shoyu Tonkotsu and the promotional video and music will be playing in the background.
This will create an experience that will leave an impression on the consumer and will make the Pot Noodle feel like luxury. As consumers may be reluctant to try the new product, the fresh smell of the noodles will entice them to try it. An idea for the pop up that we also want to use in our exhibition space is by stacking the noodles and creating visual displays out of them.
The main part of our pop up will be the release and promotion of the Issey Miyake x Pot Noodle emoji line. This limited-edition line will be available to download via App Store and be instantly used in messaging friends and adding to social media posts. These emoji's will 'mascot' our launch and create an Issey Miyake x Pot Noodle language that will break all language barriers and grow as their collaboration continues. We will also offer free
personalisation in-store, only available at the launch, where customers can purchase custom Pot Noodles with their initials on the packaging. We decided to do this as "36% of consumers saying they are interested in personalised products or services" and "those businesses who do not offer an element of personalisation, risk losing revenue" (Deloitte, 2018). For the Japanese launch, it will be hosted in Issey Miyake’s freestanding store in Tokyo, ‘Elittob Tep’. He has hosted pop up events here before, and we have decided to use this location as we know it will be successful because of this. It will also encourage the consumer to buy more than one product in-store. As I mentioned earlier, the Japanese consumer is very different to the UK consumer, so we must adapt our pop-up idea to appeal to them. When researching into Japanese advertising, we discovered that “Cuteness, or kawaii in Japanese, dominates pop culture.” The use of mascots is a huge industry in Japan, the character business generates nearly $16 billion a year. (Cbsnews.com, 2018)
PROMOTIONAL MATERIAL FINAL LAUNCH EVENT
We were mostly surprised to find out about Hatsune Miku, “she is a 16-year-old pop star from Sapporo, Japan. She has neon blue hair, which she wears in pigtails, and bright blue eyes. Since starting her career in 2007, she’s opened for Lady Gaga, she’s done a “Happy” remix with Pharrell Williams, and has recently served as a muse for designers like Marc Jacobs.” (Petrarca, 2018) However, she isn’t real. She is a digital hologram that Japanese people will pay
to go and see perform and sing in concert. We were shocked by this, and we were inspired by this use of animation culture for our pop-up event, however we must make it appropriate for Issey Miyake. To do this, our idea was to create Issey Miyake branded ‘emoji’s holograms’ in-store, that will speak to and engage with the consumers when buying the product. We will do this for the Japan store, however we do not think that would be as successful with the UK audience.
For the UK pop up, we have decided to create a VR experience. The current Pot Noodle consumer is typically millennials, and we didn’t want to exclude them from our marketing. According to a recent Mintel report, "almost half of people are interested in watching a VR film, with this reaching two thirds among Millennials. A third of them describe themselves as ‘very interested’ in the possibility" (Mintel, 2017). Drawing from this, we wanted to engage our consumers within the pop-up store. Our ideas for this included; interacting with the emoji on the VR headsets, watching our campaign film on them or experiencing the 'ritual' of the 'Noodle Ceremony'. We decided to go with idea that the consumer will experience the Noodle Ceremony, as our main objectives for this collaboration
was to transform the 'quick and easy' Pot Noodle into a cultural Japanese ritual, inspired by the tea ceremony. When the customer puts on their VR headset, they will follow the step by step instructions as shown in the handbook and will truly experience the ritual of the Pot Noodle. The aim is to encourage a sale, as once they have completed the ritual, they will want to buy it and eat it. Each pop-up will last for a week, and although Issey Miyake doesn’t use Social Media as a form of promotion, we will post about the events on the brand's website and share it onto social media accounts for that specific country. This is to keep in line with Issey Miyake's current use of social media and maintain the image of exclusivity for the brand.
Issey Miyake Inc. 10 Brook Street London W1S 1BG Tel.+44-20-7851-4620 https://www.isseymiyake.com/en/ FOR IMMEDIATE RELEASE United Kingdom Issey Miyake Inc. Public Relations info@isseymiyakeuk.com London – March 16th 2018. Issey Miyake is proud to announce the details of their new collaboration with Pot Noodle. This unlikely collaboration has reinvented the Pot Noodle experience. Presented in our limited edition cup, we have created noodles with a Spicy Shoyu Tonkotsu flavouring and a sachet of oriental soy sauce. Inspired by the highly respected Japanese tea ceremony, enjoy an indulgent experience that will transform your quick snack, into a tasty treat for the senses. Although the eating is simple, the process of making our delicious Pot Noodle is complex. The quick and cheap snack is reinvented as a luxury dining experience, becoming a treat for the senses. Issey Miyake are also recommending that filtered mineral water is used to ‘rehydrate the dish’.
PROMOTIONAL MATERIAL FINAL PRESS RELEASE
Priced at £30, our posh noodles come equipped with all the necessary elements to enjoy your noodles at their best. Inside the kit, you will discover limited-edition chopsticks, branded with the Issey Miyake logo, a signature pleated napkin, spicy soy sauce and our delicious flavouring sachet. These accessories also make for the perfect collector’s item. To launch this exciting new product, Issey Miyake are hosting a week-long pop-up shop at Harrods, Brompton Road in Knightsbridge, London. The innovative and digital store will host on-site personalisation, where you can customise your limited-edition Pot Noodle with your name. The pop up will feature an exclusive virtual reality experience, transforming the Pot Noodle ritual into a practice worthy of perfection. All of our Pot Noodles are suitable for vegetarians, but Spicy Shoyu Tonkotsu is not suitable for vegans, as it may contain milk and eggs. Our Pot Noodle is made in South Wales where 155 million pots a year are produced, so you can expect only the best from us. Our noodle experts have been working hard to develop a flavour like never before. Pick up your personalised Pot Noodle from our pop-up store between Friday 16th to Saturday 24th March in Harrods and experience the world of Issey Miyake x Pot Noodle.
PROMOTIONAL MATERIAL Magazine Article
For our promotional material, we needed to consider the most effective ways we would promote the Issey Miyake x Pot Noodle campaign to our consumer. With the brand’s self-promotion being only Social Media and YouTube, we wanted to create something that would capture the attention of a wider audience. Promoting a Pot Noodle as a high end product, will prove difficult. We need to gain the consumers trust and show them that the product will be a worthy investment and worth the designer price tag. We
decided that the use of trusted magazines would be the best way to go about this, as we can select a specific readership who will trust the magazine’s word. We decided to research into magazines that we could use to promote the collaboration. We also plan to create a press release, announcing the details of the new product and collaboration. As it is an unusual collaboration, we think that this will help to make sense of the details of the product for the consumer.
The Financial Times Issey Miyake has been featured in the ‘how to spend it’ section of the Financial Times. The section tells people with a disposable income, literally how to spend it. People who will be reading these articles, will be Issey Miyake’s current target audience, as they will be more likely to spend their ‘extra cash’ on designer items. The Financial Times has over 700,000 digital subscribers and is seeing their highest readership ever. However, as our product is food, and a Pot Noodle, we have decided that it would not fit with the Financial Times current
content. (Financial Times, 2018). We must be able to convince this high end consumer to buy a Pot Noodle, which people are usually shamed for eating due to it being ‘unhealthy and lazy’. Although Issey Miyake has been featured in the Financial Times before, a primarily fashion based magazine will give us a better opportunity for marketing our product, as people who follow the brand already will want to buy it as a collector’s item. These consumers are more likely to be found reading magazines such as Vogue.
PROMOTIONAL MATERIAL Magazine Article
Vogue Vogue’s readership are typically fashion followers who trust VOGUE to give them the latest fashion advice and what to buy next. Loyal fans of the brand Issey Miyake or other luxury retails will most likely read VOGUE and will want to buy our product as a collector’s item. “The view of Vogue as the pinnacle of women’s fashion magazines appears to be very much intact.” The magazine stands above its competitors in terms of trust and differentiation and is the brand readers are most likely to describe as excellent. Some of its strongest associations are being aspirational, sophisticated and stylish (Mintel, 2018).
British Vogue launched on Snapchat Discover in August 2017. Instead of simply replicating a full magazine edition, Vogue uses Discover analytics in order to establish which content is resonating the most with Snapchat users. This also means that Vogue’s content can reach global audiences via Snapchat, which would be beneficial for promoting our product. Vogue also includes a section on food. This features the best places to eat in London and much more. This would be appropriate for our ‘high end’ Pot Noodle with Issey Miyake and will help to gain trust with sceptical consumers.
According to Mintel reports, VOGUE has the most trust amongst their readers, compared to competitors. This means that the readers will trust Vogue’s advertisement on our product. VOGUE is rated ‘authoritative’ ‘sophisticated’ ‘stylish’ and ‘inspiring’. (Mintel, 2018).
This statistic shows the print and digital reach of Vogue magazine in Great Britain from October 2016 to September 2017, by demographic group. Reach was higher among women than men, with about 1.2 million women reached by the print title or its website. (Statista, 2017). PTO for final magazine article.
FOOD FOR THE FASHIONABLE
JAPAN UK NEXT, GLOBAL!
VOGUECAFE.COM
VOGUE LIFESTYLE
Bizarre, but we love... Up until this very moment, there has been shame in eating a Pot Noodle. The quick snack had connotations of laziness and an unhealthy lifestyle. Branded ‘cheap and filthy fuel’ Pot Noodle is a snack you reach for when you’re busy and short for time. But no more...
Pot Noodle has become, a Posh Noodle. In an unlikely collaboration with Issey Miyake, the two have fused together to create the Japanese inspired flavour, Spicy Shoyu Tonkotsu.
Noodle. The collaboration shouldn’t come at much of a surprise though, as this isn’t the first time that Pot Noodle have collaborated with a luxury brand. In 2008, Harrods created a ‘Poulet et Champignon Pot Noodle’, also priced Many were surprised and confused at £30. For a short amount of time, it by the product, some were disgusted rebranded Pot Noodle as a slightly less at the thought of paying £30 for a Pot shameful meal than usual, we’re not >
< quite sure what it did for Harrods though. I asked around with my colleagues about what came to mind when thinking of a Pot Noodle, many replied with the word “university” and “student life” which is far from surprising. If you were late night cramming for an exam the next day, there were worse options than dried up noodles for less than a quid. Let’s face it, a Pot Noodle will forever be associated with laziness, no matter how many designer collaborations they do.
definitely going to be making a fortune off these on eBay in week or so. I decided to try the VR headset, intrigued as to what I was about to experience. The VR headset placed me in a white room, with calming music and the Pot Noodle in-front of me, along with a step by step guide. I played along, following the instructions on how to assemble the Pot Noodle. I immediately noticed that this was a ritual, which I know is typical of Japanese culture. The Pot Noodle was no longer a quick and convenient snack, it was becoming a sophisticated and enjoyable dining VOGUE attended the UK launch event experience. I removed the headset and for the Issey Miyake x Pot Noodle in I felt a strange sense of calm and a very Harrods. The pop-up store was typical strong craving to try this Pot Noodle. of Issey Miyake, being visually pleasing to the eye and yet it strongly reflected the Pot Noodle branding. The moment that I entered the store, I was greeted by a pleasant smell of fresh noodles and spicy chicken, which made me wish that I’d eaten beforehand, as I was very sceptical of buying one of these for my lunch. The pop up was crowded, full of people who were trying out the VR headsets and personalising their limited-edition Pot Noodle with their names. I was still confused as to why someone would want to pay £30 for something you can get from your local shop for less than £1. However, it soon became clear to me that most people were buying the product as a collector’s item, which made me think that these people were
VOGUE LIFESTYLE
“I reluctantly forked out £30 and my expectations for this, became very high.”
The Spicy Shoyu Tonkotsu flavour was a treat for the taste buds and the noodles tasted soft and fresh. I was not disappointed. The Pot Noodle comes with Issey Miyake branded chopsticks, which I found difficult to eat with but I definitely wanted to keep them as a keepsake. The taste was sensational; however, I couldn’t help but compare it to a regular Pot Noodle and how this one was costing me £2 a forkload. Overall, I wasn’t disappointed by the Pot Noodle, and Issey Miyake have branded and marketed the product perfectly. However, if I hadn’t of attended the pop-up and saw this in my local shop, I definitely wouldn’t have bought it without the experience surrounding it. Edited by VOGUE lifestyle editor Becky.
PROMOTIONAL MATERIAL
LOOKBOOK MINDMAP SCANNED IN
Handbook/ Step-by-Step Guide “Lookbook” Layout Ideas
keep minimal & consistent throughout gathered inspiration from Pinterest
PRINT: Square 120mm x 120mm
STEP #
ヌードルセレモニーハンドブック
Outline of product here
-Japanese bound - wax thread -‘Noodle Ceremony Handbook’ in Japanese
-Lines represent writing i.e. instructions
STEP #
STEP # -Red border to match chopsticks in logo -Background - pic from shoot
background - pleats image from DPJ so the handbook links with it Pinterest (2018)
PROMOTIONAL MATERIAL STEP #
-White boxes - reduce transparency so text can be seen easier
STEP #
-Background - pic from shoot
STEP # STEP #
-Grey box represents where an image from the photoshoot will go
-White boxes - include text/ instructions about the steps of the noodle making process Pinterest (2018)
STEP #
Could include two pictures of same photo, just at different angles
STEP #
Plain background - minimalist layout reflecting Issey Miyake
STEP #
STEP # Grey background represents where an image from the photoshoot will go
Background can be image from photoshoot & close up shot of the image in middle Pinterest (2018)
IMAGE SELECTION
These are the final images we selected to feature in the handbook.
BINDING IDEAS
STAPLE BOUND FOLDED
SPIRAL BOUND
PERFECT BINDING Pinterest (2018)
JAPANESE BOOKBINDING After researching into different bookbinding techniques, we decided to try out Japanese stitching for the Noodle Ceremony Handbook. We thought it was the most relevant method due to the topic of our project, and that it would look creative and more thoughtful. We also felt that it matched with the aesthetic of Issey Miyakeâ&#x20AC;&#x2122;s brand image.
YouTube (2018)
We emailed the MMU printing services asking if they did Japanese binding, as shown below. However, they do not do it, so we decided to carry out the stitching ourselves.
We found that the wax thread for the Japanese stitching technique was quite accessable and cheap on Ebay. However, whilst looking at the delivery options, we were not going to be able to get the wax thread delivered on time. Instead, we bought the wax thread from Fred Aldous, a store in Manchester. Ebay (2018)
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Design Process Journal