Solution – the key factor in every project, can decide the success of an advertising campaign, not only of the design studios but also their clients.
Coming up with a good solution is difficult, but it is even harder to convince the Client to believe in the solution which may look plain or “crazy”.
Therefore, the first thing that the Clients need to do to develop their brand well is finding a fine design agency, then, they have to trust their decision.
Today DS-O would like to introduce a good solution that Winkreative (a well-known agency in design) has developed for a sanitary ware brand from Japan, TOTO.
A few words on TOTO.
In the East, the bathroom is a place for achieving physical and spiritual well-being, where time spent can be the relaxing, meditative core of each day.
As Japanese food and design continue to influence the lifestyle of Europeans, TOTO believes that Japan’s traditional bath- room culture is next.
After five years of experimenting in his ceramics laboratory, he finally mastered the art of making ceramic toilet bowls, which were common in Europe and America.
Today, TOTO embodies four key areas of Japanese culture that show the way forward technology, design, luxury and well-being, with innovative technologies – the most special and exclusive features of TOTO such as sensors, door to faucet or lighting,the user does not have to touch anything; heating technology or even music playback; it is clear that the bathroom created by TOTO is not only to use but also to relax and enjoy.
In other words, TOTO has been developed to create harmony between body and mind through the perfect bath room experience.
Winkreative developed the complete strategy, concept and creative direction for the European launch of Japan’s leading toilet and sanitaryware company, TOTO, in 2009. For the 2013 edition of the International Sanitary and Heating (ISH) trade show in Frankfurt, Winkreative crafted TOTO’s exhibition concepts, from signage to brochures and advertisements, and oversaw the art direction of promotional movies and a video animation.
With the greeting “Hallo Europa!”, TOTO expresses its full confidence. Once influenced directly by the European style, they now return with the real development and majestic.
TOTO’s technologies were new to the European market, so a language that would educate without being too dry was needed. Each icon is illustrated and explained in the catalogue, making it easier to understand the complexity of the technology.
/ PRODUCT CATALOGUES
TOTO launched in Europe with a focus on its premium, technologically innovative product lines to position itself distinctively in the market.
/ CATALOGUE SPREAD
A Japanese sense of purity prevails with the use of Japanese materials in lifestyle and still-life photography.
Not shy in presenting the toilet as a hero, each technology zone is featured on a black page, with clearly contrasting white identifiers.
/ MARKETING BROCHURE
The marketing brochure has a screen-printed cover and includes typographic statements to guide the reader through the milestones of TOTO’s history.
The ad campaigns contain lifestyle imagery, over-printed with the technology icons to explain the benefits of each product.
/ EXHIBITION SPACE
Inspired by traditional Japanese design and interpreted through a modern lens, the form, materials and content display were specified to create the clean and open TOTO space at the ISH trade show.
ISH exhibition brochure illustrations by Malika Favre.
Launch animation by Kuntzel Deygas.
/ ADVERTISING FILM
Continuing the “perfect day” theme, the film starts with sunrise in a serene Japanese house.
Using sensual lighting techniques and a Japanese aesthetic, the film reveals all the functions of this new model, with none of the glare of traditional bathroom advertising.
The website features a series of animations, a design collaboration with Universal Everything.
Briefly, the design solution that Winkreative offers to TOTO this time has ensured the required functions, from the introduction of a brand first launched in a brand new market, to the introduction of products in their superior technology in a very friendly and understandable way, with a variety of approaches,from simple icon sets to advertisements or lively animation shown at the exhibition, as well as on the website.
Moreover, with the adherence to the concept “The perfect day”,this media publication designed by Winkreative also portrays the whole concept of Easterners in general or Japanese in particular, as well as the direction that TOTO pursues “Perfect bathroom. Perfect day.” Bathroom is an important place to help people achieve comfortable spirit and good physical health.
Designed in minimalist style, the design of Winkreative not only helps TOTO express the level of a leading brand but also perfectly consistent with the minimalist design style of this Japanese brand.
Removing unnecessary elements, retaining only important components, clear and coherent presentation, with many approaches, detailed and easy-to-understand, the design solutions that Winkreative created for TOTO have been successful.