45R Indigo Story

Client: 45rpm studio co., ltd.

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

Date: Oct 2023

Overview

Express your love for indigo through this single piece.

Fashion brand 45R has been creating its own unique shades of indigo and recipes for denim since 1999. They have expressed their history of over 20 years of challenges through a single scroll painting.

Insight

The significance of history and the balance of brand personality.

The brand 45R has a significant feature of high quality and traditional craftsmanship, while also having a playful and charming personality that is loved by many fans. The story revolving around indigo was very profound, but it was a big challenge to express it in a way that is characteristic of 45R’s storytelling and demeanor.

Idea

Web reinterpretation of picture scrolls.

The motif that encompasses the entire content is a picture scroll. It is an idea that goes hand in hand with the “Japanese-style denim” that 45R has been pursuing. By combining illustrations with a style reminiscent of traditional paintings and dynamic animations unique to the web, we have created a design that combines a profound reading experience with charm.

Impact

A modern picture scrolls unfolding online.

The page design appeals to indigo enthusiasts for its depth and to casual browsers for its visual accessibility. It functions not only as engaging content but also as a practical guide for shoppers in stores. Post the release of the “Indigo White Paper,” the site’s traffic spiked during the annual “Aii INDIGO FRIDAY” event, where all 45R staff and stores nationwide turn indigo blue, significantly enhancing the event’s impact beyond initial expectations.