Shiseido Karakusa, the spiral pattern symbolizing Shiseido, Japan’s foremost cosmetics manufacturer, has highlighted company products and advertising for close to a century. With media and society in the midst of the digital shift, we sought a similar way to update our designs and design system to supplement the handcrafting method trusted and implemented by Shiseido artists for 100 years.
Our solution combines Truchet tiles and the mathematical method of “surface filling” for endless creation of karakusa motifs. This enabled the generation of spiral designs surpassing what even the most accomplished craftspeople could imagine. The tool also facilitated the participation of a wider circle of individuals in the process. We also used this innovative design tool to create visual installations incorporating environmental data influencing plant life, such as sunshine, rainfall, and CO2 emission quantities, along with city congestion. Enhancing the design system enabled us to communicate the Shiseido brand identity with an emphasis on both tradition and innovation.
How It Works
Our solution combines Truchet tiles and the mathematical method of “surface filling” for endless creation of karakusa motifs. This enabled the generation of spiral designs surpassing what even the most accomplished craftspeople could imagine. The tool also facilitated the participation of a wider circle of individuals in the process.
Original illustrations from 1000 years of brand history
Extracted pattern components
System developed to create new SHISEIDO KARAKUSA patterns
Generated SHISEIDO KARAKUSA Patterns
Basic SHISEIDO KARAKUSA Patterns
A
B
C
D
E
F
G
H
I
Patterns Generated by Combination System
A
B
A + B
A + D + G + I
C + D + E + F
A + B + C + D + E + F + G + H + I
Exhibition at Ginza
We also used this innovative design tool to create visual installations incorporating environmental data influencing plant life, such as sunshine, rainfall, and CO2 emission quantities, along with city congestion. We exhibited it at the entrance of the Shiseido office in Ginza. Enhancing the design system enabled us to communicate the Shiseido brand identity with an emphasis on both tradition and innovation.
