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JT "SAKURA"

[This package and catalogue are part of a campaign to introduce a cigarette called Sakura (cherry blossoms) from Japan Tobacco.] Rather than resorting to a specific image of cherry blossoms, I planned an empty design that would capture and respond to all the different cherry blossom images in the viewers' minds. The very faint pink is taken from Tsugishikishi, a paper used by the calligrapher Onono Tofu in the Heian Period (794-1185). When you open the package, there appears a translucent paper inner lining with a tie-dyed cherry blossom print. The catalogue was used as a promotion tool coinciding with the product release. Within its pages a fiction unfolds, with scenes in which a man of letters during the early Showa Period (1926-1989) smokes contentedly.

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2005
AD: Kenya Hara
P: Asuka Katagiri
D: Kenya Hara, Yuji Koiso
CL: Japan tobacco inc.