45R Denim Karuta

Client: 45rpm studio co., ltd.

Role: Planning, Project Management, ArtDirection, Design, Development

Date: Nov 2024

Overview

Learning Culture Through Play

For 45R, a Japanese apparel brand, denim is their signature item. To convey the playfulness and attention to detail embedded in their numerous items created over more than 30 years, we produced an online karuta content.

Insight

Making Denim Philosophy Fun

45R often creates unique coined words that appear in their product names and color descriptions. Moreover, the thinking behind these words is extremely unique. Our goal was to use digital technology to convey this distinctive culture in an entertaining way.

Idea

Blending 45R's Identity with the Joy of Gaming

For the karuta picture cards, we used original illustrations by Yano-san, following the “45R Indigo Story“. The warm yet distinctive art style embodies 45R’s personality. Through meticulous attention to screen design, animation, and sound details, we created an enjoyable and comfortable experience even within the limited screen size of smartphones.