Incense of Memories

Client: Kameyama Co. Ltd (2020~ ongoing)

MY ROLE
Art Direction

Package Design
Logo Design

Product Design
POP Design
Video Animation
Ideation for PR Spread

INSPIRATION
The Japanese practice the tradition of lighting straight incense sticks to pay respect to their loved ones. However, the design of incense has not changed in 400 years.
"Incense of Memories" was inspired by the idea of updating incense into a new shape to remember our loved ones. We proposed this idea to Kameyama (a leading incense maker in Japan) who collaborated with us in developing this new product.

IDEA
We designed incense in the shape of the deceased’s hobbies and things they loved, so people could feel closer to them than ever.
This new kind of incense enabled families to pay their respects to the dead whilst at home, creating a new culture in the midst of the COVID pandemic.

RESULTS
When we launched the prototype, “Incense of Memories” became a topic of conversation in the news and on social media, as a new approach to paying respects to the deceased.
The product was test launched in September 2020 in limited quantities and received positive responses and ten times more orders than the production volume.
The product will officially be available in August 2022, in store and online.

AWARDS
The One Show (2022)

Physical Product, Shortlist

AdFest PHNX (2022)
Product Design, Bronze

Incense of Memories Official Site

Package Design

I designed the packaging to illustrate a “slice of life” of the person who had passed away, with a palette of colours that expressed the vivid memories of the loved one.

Earlier iteration of the package design

Concept Video

Product Design

We worked with the craftsmen at Kameyama to make multiple prototypes of the incense, making minute changes to length, thickness and shape to test burning time.

Key Visuals

Key Visuals for the launch of the test launch of the on the official website.

Social Media Test Launch

We test launched the incense in September 2021, with a social media campaign.
To announce the launch, we decided that during a 4 month period, people who followed Kameyama on Twitter and retweeted their posts would be able to win an Incense of Memories.
Winners were limited to 10 people and the incense they could win would change every month.

Official Press Release (Japanese Only)

The campaign was a success and Incense of Memories quickly spread over social media; we received 10x more demand than production capacity.

To boost media spread, we released a short animation thanking our participants for sharing and tweeting their comments.
Created the visuals and Art Directed the animation for this video.
(Japanese Only)

Social Media banner design

Twitter Campaign Video

featured on the Kameyama’s official website and Twitter to promote the campaign.

In-Store POP

Design for in-store advertising for the product launch.
Incense of Memories will be available in-store and online from 1st August 2022

Awards

The One Show (2022)
Physical Product, In-Market
Shortlist

 

AdForum PHNX (2022)
Product Design
Bronze

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Tezuka 2020 Project