TTN Corporation “igusa mono”

Tatami, a traditional Japanese flooring material primarily made from rush grass, has reportedly seen declining demand year after year due to changes in Japanese lifestyles.

“igusa mono” is a brand pursuing new forms of tatami within this market context. For exhibitions, we created posters and leaflets as means to more attractively convey the brand philosophy and product designs that aim to blend into contemporary lifestyles and Western homes.

For the posters, we expressed Japanese beauty through the dynamic contrast of black and white reminiscent of calligraphy. The square leaflets were displayed at the booth as origami, conveying the Japanese quality of meticulous craftsmanship.