45R Denim Matsuri

Client: 45rpm studio co., ltd.

Role: Planning, Project Management, ArtDirection, Design

Date: May 2024

Overview

Energizing a Relaunch as a Denim Brand

For 45R, a Japanese apparel brand, we created logos, a website, kawara-ban (traditional Japanese news bulletins), and tabloid newspapers to maximize excitement for their “Denim Festival” events held across Japan.

Insight

How to Create an Image as a Denim Brand

This “Denim Festival” marks the beginning of 45R’s second chapter in denim. While updating their entire denim collection and introducing new pieces, it serves as a turning point in establishing 45R’s position as a “denim brand.” Furthermore, since this festival would also be held overseas, it needed to feature communication that would resonate globally.

Idea

Elevating "Edo × Denim" in 45R's Unique Style

When considering what would complement the festival atmosphere and create global impact, we focused on the “Edo” period, known for its flourishing indigo dyeing culture. While incorporating Edo elements, we maintained our respect for denim and aimed for 45R’s characteristically sophisticated tone. The logo, reminiscent of brush calligraphy, and ukiyo-e art became the foundation that extended into various media and pop-up decorations.
For the logo printing, we drew inspiration from the woodblock kawara-ban printing of the Edo period, and reproduced the indigo blues of ukiyo-e and denim using letterpress and offset printing with five special colors.