Kawaii
A World of Cuteness
Editorial/Book/Layout Design and Web Design
A vibrant exploration of “kawaii” through bold typography, playful layouts, and collages, featuring a booklet, posters, postcards, and a handmade storage pouch with potential for commercial design applications.
Project Information
Creative Brief
Create a booklet and web UI/UX that visually communicate the theme of “Kawaii: A World of Cuteness.” The project seeks to deliver a cohesive and immersive experience that traces the evolution of “kawaii” culture from the 16th century, the Edo period to the present while embodying its playful, joyful, and whimsical characteristics. Additionally, explore the potential of applying the project’s rich, colorful, and dynamic visuals to commercialized and industrial designs, including clothing, accessories, and merchandise.
Target Audience:
Fans of Japanese culture, art enthusiasts, designers, and anyone intrigued by the concept of “kawaii” and its cultural significance.
Deliverables:
- Editorial Design:
- A visually compelling booklet that combines conventional and experimental layouts, typography, and collages to narrate the history and evolution of “kawaii.”
- Supporting elements like postcards and posters to enhance engagement.
- Web UI/UX Design:
- A digital platform that complements the booklet, offering an interactive and cohesive user experience.
- Commercial Design Exploration:
- Mockups showcasing the application of “kawaii” graphics in commercial contexts such as clothing, fashion, and accessories.
Approach
- Use bold, vibrant colors and whimsical layouts to encapsulate the essence of “kawaii.”
- Integrate playful typography and elaborate collages to craft a distinct visual narrative.
- Design a collection of postcards and posters that reflect the core theme and serve as extensions of the booklet.
- Ensure consistent design language across the booklet and digital platform for a seamless experience.
- Highlight the evolution of “kawaii” culture through thoughtfully curated visuals and content.
- Adapt dynamic graphics for practical applications, such as clothing patterns, accessory designs, and other merchandise.
Impact & Results
This project highlights the versatility and adaptability of “kawaii” aesthetics, showcasing their application in various formats and platforms. The storage pouch, foldable map-like collages, and postcards demonstrate a thoughtful and engaging approach to design, blending intricate layouts both conventional and experimental with playful typography and collages.
By manipulating typefaces and experimenting with bold visual elements, the project successfully conveys the essence of “kawaii” while appealing to diverse audiences.
Furthermore, by extending these graphic elements to clothing, accessories, and other merchandise, the project showcases the potential for “kawaii” aesthetics to transcend traditional mediums, blending cultural storytelling with functional and commercial design possibilities.
Tools & Skills
- Adobe Photoshop
- Adobe Illustrator
- Adobe InDesign
- Typography Design
- WordPress CMS
- Book Design
- Drawing
- Layout and Composition
- Historical Contextualization
- Visual Storytelling
- Attention to Detail
- Experimentation & Adaptability
かわいい
Kawaii
かわいい
可愛い
Kawaii
Kawaii
かわいい
可愛い
Kawaii
Kawaii : A World of Cuteness Booklet
The 48-page booklet collection includes a storage pouch, two large collage-style foldout maps, and postcards.
Front and Back Covers
The covers feature 3D and balloon text to evoke a "kawaii" (cute) aesthetic. The bindings are adorned with crystals, beads, and sequins, elevating the design to an exquisite level of Kawaii beauty.
Page № 02 and № 03
Introduction page. What is Kawaii?
Page № 04 and № 05
The pages outline one of the origins of the kawaii aesthetic, which began to emerge and gain prominence during Japan's Edo period, spanning the 17th to 19th centuries.
Page № 06 and № 07
The term "Mono no aware" (物の哀れ), meaning "the pathos of things," emerged in the 1700s to describe an awareness of the impermanence and transience of all things.
Page № 08 and № 09
The pages explore how the traditional Japanese art of woodblock printing, known as mokuhanga, has significantly influenced the development and prominence of kawaii (cute) culture.
Page № 10 and № 11
Many 1920s illustrators defined the Japanese word "kirei," meaning "pretty," in their works, featuring characters with large, expressive eyes and intricate, ethereal details. This could be considered one of the earliest examples of the "kawaii" aesthetic in modern times.
Custom Made Pouch
Postcards & Collage Posters
Apparel Design
Some of the artworks from this project can be integrated into commercial products such as t-shirts, water bottles, a backpack, bomber jacket, and the pin badges.
