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  • What we did

    Brand strategy, Brand architecture, Planning, Naming, Visual identity, Product design, Package design, Graphic design, Copy writing

    Information

    Partner : Nakamori Co., Ltd
    Communication strategy : Takumu Imoto
    Creative direction, planning, design : Takanori Shiba
    Product photography: Yuka Nagata (One Vision)

  • 赤ちゃんのためだけでないガーゼケットブランド

    Gauze blanket brand not just for babies

    “BLANKED”は、綿織業発祥の地「三河」で70年以上、生地づくりを行なってきたナカモリと共に開発したガーゼケットのブランド。日本国内において、“赤ちゃんのおくるみ”を想像しがちなガーゼケットですが、実態はその認知とはやや異なり、風通しが良く、保温性に優れ、一年中通して使えるなど、大人にとっても優れた機能性を感じられる素材です。そうした認知の隔たりを埋めるべく、プロジェクトが発足。例えば、子どもの頃使っていた毛布やぬいぐるみが大人になっても手元に残っている人がいるように、ガーゼケットもまた、単なる布ではなく、時を経て、自分や家族にとっての“あったかい記憶”になるものとして定義し、愚直に“高機能”を謳うだけでないコミュニケーションを計画しました。broomでは、コンセプト開発、ネーミング、コミュニケーション戦略、VI、プロダクト、パッケージ、各種ツールの制作等、包括的なデザイン・ディレクションを担当しました。

    "BLANKED" is a brand of gauze blankets developed in collaboration with NAKAMORI, with over 70 years of fabric crafting history in Mikawa, the birthplace of the cotton weaving industry. While gauze blankets are often associated with 'baby swaddles' in Japan, their reality is slightly different from this perception. They offer excellent breathability, insulation, and year-round usability, providing remarkable functionality even for adults. To bridge this gap in perception, a project was initiated. Similar to how some people retain blankets or stuffed toys from childhood into adulthood, gauze blankets were redefined not merely as fabric but as items that evolve over time into 'warm memories' for oneself and one's family. We aimed not only to straightforwardly promote their 'high functionality' but also to plan communication strategies that emphasize this definition. At broom, we took on comprehensive design direction, including concept development, naming, communication strategy, VI, product design, packaging, and the creation of various tools to redefine its role beyond a simple material.

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