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Challenge
すごいシャンプーができた、さてどうやって売り出そう？
Created an amazing shampoo—now, how should we launch it?
「とにかく良いものを」という漠然とした目標のもと、開発者の長年の試行錯誤から生まれたシャンプー、それが12/JU-NIの原形です。そんな経緯から、「本当に良い商品ではあるが、自社のアイデンティティでもある“石鹸”でもなければ、人気の成分を配合しているわけでもない、どうやって売り出そう？」と、代表の木村さんから相談を受けたことからプロジェクトが始動。
In its original form, 12/JU-NI is a shampoo born through years of trial and error by the developer, who acted under an indistinct goal of "just make something good." Against that background, the project got its start when the company's representative, Mr. Kimura, approached us with a question: "This is a good product, but if it's not a soap and doesn't contain popular ingredients, how do we sell it?" .
Solution
偏った処方、だからこそ“正直”に
Follow through on honesty.
まず初めに行ったのは、情報整理。その過程で、最も目を引いたのが、木村石鹸の熱意と開発プロセスの内に宿る“正直さ”でした。そこでそれをコアに据えブランドを組み立てることを提案。例えば、よくある売り文句を唱えるのではなく「合わない人もいる」ときっぱり断言したり、メーカーとしてのリスクを抱えつつも中身の状態がしっかり見える透明ボトルを採用したり、開発者個人のサインを明記したりなど、あらゆる局面で“正直さ”を貫くことで、らしさを形づくっていきました。「12/JU-NI（ジューニ）」という、独特な提供価値を予感させる少し変わった名称は、12ヶ月や12時など、人の暮らしに根深い数字であることや、髪の適切な水分量が約12%であること、など複数の意味を含ませています。
Our first action was to organize information. What really caught our eye were the passion of Kimura Soap and the honesty residing in the company's development process. In response, we proposed building the brand around that core. As an example, instead of pushing common marketing points, we created a message true to the company by holding to that "honesty" in every facet, flatly noting that the product doesn't suit everyone, adopting a transparent bottle that clearly reveals the contents despite risks for the manufacturer, and highlighting the personal signature of the developer. To allow the public to have a premonition of their unique communication and provided value, they designed a slightly strange brand name, "12/JU-NI". "JU-NI," which is how "12" is read in Japanese, was used as the brand's name, how it is written in Kanji, "+=" was used in its logotype.
Impact
社内外から愛されるブランドへ
Towards a brand loved by both inside and outside.
先行販売を行ったクラウドファンディングでは支援購入額500万円超えを達成、化粧品分野では稀有な事例に。一般販売を開始したその後も、各種メディアでの掲載機会の増加など、勢いを増しながら、木村石鹸社内でもブランドアイデンティティに沿った企画・クリエイティブが自走し、事業が活性化。DFAアジアデザイン賞2020 (香港)のコミュニケーションデザイン部門でBronze Awardを受賞するなど、国内外での評価を獲得。
In a crowdfunding campaign conducted for pre-sales, the support purchase amount exceeded 5 million yen, which was a rare achievement in the cosmetics industry. Even after commencing general sales, momentum continued to grow, with increased opportunities for media coverage. Within Kimura Soap Company, the brand identity-aligned planning and creative efforts were self-sustained, leading to business revitalization. The company also received recognition both domestically and internationally, including winning the Bronze Award in the Communication Design category at the 2020 DFA Asia Design Awards in Hong Kong.
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12/JU-NI
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What we did
Brand strategy, Brand architecture, Planning, Naming, Visual identity, Package design, Graphic design, Copy writing, Illustration
Information
Partner : Kimura Soap Co.,Ltd.
Creative direction, planning, design : Takumu ImotoAwarded
DFA Design for Asia Awards 2020 (Hong Kong)_Bronze Award (Communication design)
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“正直さ”をコアに据えたヘアケアブランド
An honest-focused hair care brand
“12/JU-NI”は、石鹸メーカーの木村石鹸と共に開発したヘアケアブランド。木村石鹸の熱意と開発プロセスの内に宿る“正直さ”を軸に、さまざまな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、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ています。
"12/JU-NI" is a hair care brand jointly developed with the Japanese soap manufacturer "Kimura Soap". Drawing on the manufacturer's passion and the honesty residing in its development process, we planned communication that remained on message in every facet. broom carried out the total design and direction of concept development, naming, brand strategy, package design, and more.
Package ver.1.0 (–2020)
Package ver.2.0 (2021– / Ongoing)
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