
PROJECT
aeru
Design and product development for a traditional craft brand targeting children ages 0-6. Created a new market for traditional industries and received numerous awards, including the Good Design Award.

WHY
To connect disappearing
Japanese traditional crafts
to and for the future.
Japan takes pride in producing crafts of Japanese masterpieces that are created by traditional artisans.
Changes in traditional craft production values and employee numbers

Percentage of experience in purchasing products from local and traditional industries

HOW
A traditional
industrial brand
tailored for
0-6 years olds.

We began by supporting for social entrepreneurs of traditional craft brand from the beginning of establishment called “aeru,” a traditional brand for infants between 0 to 6 years old. We directed the overall branding and also the products. We aimed at none other than our future customers for them to become more familiar and accustomed to these traditions, delivered from early childhood. A logo mark that expands outside the Hinomaru red dot indicates a traditional Japan. The circular lattice pattern, which is said to be a “Shippou” (the seven treasures), is designed as a variable logo, overlapping at various angles. We produced this logo mark to express the word “harmony,” connecting Japanese traditions to modern lifestyles.
NOSIGNER carries out most of the product and store designs, collaborating to develop numerous products that apprehend children’s happiness through traditional industries. By producing fees from brands royalty-compensations, we were able to conduct direction of the entire brand, which is usually difficult for social startups.



Spill-resistant bowl
By designing a two-step curve inside the vessel, the child’s hand cannot slide under the vessel, preventing any spilling. The inner curve doubles as a function, able to stack with containers even from other production areas. The bowls were designed for one to collect dishes of various production areas of Japan.










Spill resistant cup
We designed a cup with a firm finger catch to resist dropping. A handle was not attached for children to hold firmly with both hands voluntarily. It is also a small cup as one serving containing a simple shape, suitable for stacking.









Easy scoop spoon
We designed a spoon with a triangular handle for children to hold the spoon firmly, built with a slight angle to the plate to scoop easily.


The first soup bowl
The first soup bowl
A bowl made of Echizen lacquerware for the first time. We pursued a lifetime design as a children’s soup container, as well as a cup for beverages such as tea and coffee.




Safety scissors
Safety scissors
We made scissors made of hard wood, which is safe even for use by a child. Even if you choose to use paper, you can easily cut through it.

aeru baby robe set
We collaborated with a traditional brand called “aeru,” whose products specially made for 0-6-year-old children. We designed the packaging for a gift set of clothes for a newborn baby. A sweater, a towel, and a pair of socks dyed with “Hon-aizome” (a Japanese traditional indigo blue color) neatly wrapped like beautiful sweets.



Baby apron
We used natural organic cotton fabric to complement the pureness of the child. The touch is soft and perfect for the child’s delicate skin. With its simple design, it can be used efficiently for any outfit.



Child futon bed
We designed a futon to protect the warmth of the child’s body, open widely at the neck. It is carefully made one by one by the hands of Kyoto artisans.



aeru Meguro shop
We designed the shop space of “aeru Meguro,” the first directly managed store for “aeru.” It is a small 53.26 square meter store, designed around a large mobile shelf that responds flexibly to changes throughout the seasons and changing circumstances. Eight-tiered shelves with various heights turn like a fan centering at one point, and as a matter of course, can become a desk or a bench, changing according to the situation, a space full of Japanese craftsmanship works.


WILL
A beacon of hope
for traditional industries,
as one of Japan’s leading
social entrepreneurs.
As a female president, Rika Yajima started this company as a student entrepreneur with NOSIGNER, where we were responsible for running side by side for the total design direction. In the seven years since its’ foundation, we received business awards such as

INFORMATION
- What
- aeru
- When
- 2012
- Client
- Scope
- Branding / Logo / CI Guideline / Packaging / Product / Business card / Promotional items / Concept Development / Space / Interior / Promotion Strategy Support / Motion logo
- Award
- [baby dish]
GDA Good Design Award(2013) - [baby robe set]
Kids Design Award: Special Jury Award
DFA Design for Asia Awards: Silver Award(2012) - [aeru cup]
GDA Good Design Award(2014) - [aeru Merguro Shop]
DSA Award
DFA Design for Asia Award: Silver Award(2015)
- [baby dish]
- SDGs
CREDIT
- Art Direction
- NOSIGNER (Eisuke Tachikawa)
- Product Design
- NOSIGNER (Eisuke Tachikawa)
- Graphic Design
- NOSIGNER (Eisuke Tachikawa, Kaori Hasegawa)
- Space Design
- NOSIGNER (Eisuke Tachikawa, Kunihiko Sato)