Revolutionizing Tradition: A Fusion of Old and New in Japanese Festival Gifts

Yuta Takahashi and Calligrapher Mami Redefine Tradition with Innovative Gift Towel Packaging

The inspiration for this design came from the ancient Japanese tradition of using paulownia boxes for storage. Known for their damp-proof, fire-retardant, and decay-resistant properties, these boxes were often signed by calligraphers. Takahashi and Mami reinterpreted this tradition in a contemporary context, creating a novel design that stands out in its uniqueness.

The gift towels, designed for the traditional festival in Ehime, Japan, are packaged in a paulownia box, symbolizing the fusion of tradition and innovation. The box, made of moisture-proof paulownia wood, is perfect for storing towels. The white packaging symbolizes the color of the towel, while the words of gratitude to those who supported the festival are written on it by Calligrapher Mami.

The design process involved careful consideration of the harmony between the texture of the towels and the thickness of the paulownia box. The designers chose to reduce the thickness of the box from the usual 6 mm to 3 mm to harmonize with the light and soft material of the towels. The result is a visually appealing package that also serves a functional purpose.

Despite the challenges of revolutionizing tradition, the designers managed to create a design that people could accept without discomfort. By blending modernity with traditional culture, they breathed new life into the festival's gift-giving tradition. The design was well-received, demonstrating that innovation can indeed coexist with tradition.

The success of this design is a testament to the designers' ability to think outside the box and their commitment to revitalizing local communities. By using locally produced "Imabari towels", they not only created an everyday usable gift but also contributed to the local economy. This innovative approach to design is what earned them the Golden A' Packaging Design Award in 2017, a prestigious recognition for outstanding and trendsetting creations.

In conclusion, the gift towel package designed by Yuta Takahashi and Calligrapher Mami is a perfect example of how tradition can be reinterpreted through the lens of modern design. It serves as an inspiration for other designers to explore innovative ways to honor tradition while pushing the boundaries of design.