Shupatto
The function and the sense of attachment
of a design bag,
expressed through stop-motion animation.
From eco bag to design bag. Breaking down elements such as the bag’s functionality, its rich textiles, and its friendliness, we expressed its impression as a “design bag.” Deeply digging into the “function” carefully designed with the user in mind, and the “attachment” of a daily companion, we stage its appeal attractively through warm stop-motion animation.
目次
About the Client
Marna Inc.
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Business
The planning, manufacture, and sale of original household goods — centered on living-ware for the kitchen, bath, cleaning, and bags — aimed at moving the user’s daily life “toward something better.”
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Features
Building on brush-making technology cultivated since its founding in 1872, Marna balances functionality and design at a high level, continuing to release many hit products that solve everyday frustrations and make users smile, such as the “Fish Sponge” and “Shupatto.”
What the Project Aimed For
The challenge was to establish visual communication unique to Shupatto among its many competitors. Precisely because it is a product already accepted by many and successful, it was necessary to maintain existing fans while approaching new markets and target segments. In particular, we were asked to break away from the “eco bag = for housewives” image and refresh it into the impression of “a stylish bag you’ll want to use,” to take on overseas markets, and to aim for expansion into an even wider market. Conveying new value and a new image intuitively to new targets, while keeping Shupatto’s appeal for existing fans, became a major objective.
Point 1 — Redefining Shupatto’s Functionality and Design
Brand Value Definition
Breaking down design and functionality,
planning the stop-motion concept.
We redefined Shupatto’s features and decided on the renewal concept. The function of folding it up in one go, the soft pleated structure, the versatility from shopping to everyday use — organizing these, we clarified its value as a “design bag.” We aimed to break away from the conventional housewife-oriented image and approach a wide range of users. On the top page, we expressed this “fold-it-up-in-one-go function” intuitively with stop-motion footage. By visualizing the bag’s movement, we aimed for content that conveys not only the function but also the fun of using it — to people who don’t yet know Shupatto, to overseas users, and to existing fans alike.
Point 2 — Large-Scale Stop-Motion: 2,000 Total Cuts Over Four Days
Shooting Direction
Artisanal stop-motion footage
that breathes life into the product
To convey Shupatto’s appeal intuitively, we adopted stop-motion footage for the top page’s key visual. The shooting was handled by Mr. Okazaki, and by carefully creating it one frame at a time, we achieved expression that breathes life into Shupatto. With 2,000 total cuts, the four-day shoot was an enormous amount of work. Behind the scenes, we finely adjusted the margins and display position of the sequential images, tuning the optimal display for both PC and smartphone one image at a time. Through such steady work and craftsmanship, footage in which “the bag is alive!” was born.
Voices from the Makers
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Yonemichi
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An adorable site came together. I hope Shupatto becomes one that many people will once again pick up as a design bag. The whole production team made it with heart, as one Shupatto family. It’s a site we injected full of Shupatto love.
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Okabe
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Getting to work with the very Mr. Okazaki of “Design Ah,” which I always watch with my kids — the whole Okabe household was thrilled.
クレジット
CLIENT: Marna Inc.
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art direction, design, planning: Masahiro Yonemichi ( mount inc. ) / technical direction, development: Kenji Okabe ( mount inc. ) / information architect, design: Cheng Chang ( mount inc. ) / design: Misuzu Yamazaki ( mount inc. ) / development: Nana Terada, Nozomi Suta ( mount inc. ) / produce: Ko Yoshida ( mount inc. ) / project management: Masakazu Tsuru ( ingraft )
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ANIMATION ＿ direction: Tomohiro Okazaki / sound: Atsuro Oka, Kosuke Anamizu
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PHOTOGRAPHY ＿ produce: Tomonaga Arima, Yu Ichikawa ( JXL ) / photography: Ayumi Yamamoto / stylist: Itsumi Takashina / hair&make: Misato Awaji / location coordinator: Kota Kawabata
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PRODUCT, PHOTOGRAPHY (ABOUT) ＿ photography: Go Kakizaki
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COPYWRITING ＿ produce: Takuya Araki ( SUN-AD Company Limited ) / copywriting: Chiriko Namima, Naoyuki Honda ( SUN-AD Company Limited )
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