Sukumo
Art direction, Strategy & Position, Identity, website and packaging for SUKUMO, the premium Japanese natural indigo leather and pearl.
SUKUMO . ART DIRECTION / STRATEGY & POSITION / IDENTITY / PACKAGING / WEBSITE . 2019
In Japan, the veneration of indigo, called Ai – homophone of the word « love » – is strongly rooted in tradition. With its antimicrobial properties, it was used to offer protection from vermin as well as from bad luck! As a result, many objects were dyed in indigo, including linen, kimonos, mattress covers and headgear, etc. Japanese artisans such as Asai Naoyuki resist the methods and so-called progress of the chemical dye industry by continuing with the natural art of indigo dyeing.