Kirin's “Sekai no Kitchen Kara” Transit Advertisement 世界のKitchenから 交通広告
Date
Credits
- 福岡 南央子 Naoko Fukuoka Art Director
- 福岡 南央子 Naoko Fukuoka Designer
- 宮田識 Satoshi Miyata Creative Director
- 齊藤 純 Jun Saito Designer
- 高橋ヨーコ Yoko Takahashi Photographer
- 和田惠 Megumi Wada Photographer
- 宇那手有子 Yuko Unate Illustrator
- 小池ふみ Fumi Koike Illustrator
- 三反栄治 Eiji Santan Illustrator
Format
- Advertisement 289
Clients
Media
- paper 2301
Techniques
- digital 281
- photography 168
- illustration 380
Dimensions
These transit advertisements were created for Kirin Beverage Company, Limited, for their 世界のKitchenから (Sekai no Kitchen Kara) beverage lineup. These advertisements were hung in train cars to reach everyday commuters in Japan from 2016 to 2017.
These designs and the overall branding of this beverage lineup follow the vision of their art director, 福岡 南央子 Naoko Fukuoka. The designs explain the ingredients and development of each beverage through text, illustrations (created by 宇那手有子 Yuko Unate, 小池ふみ Fumi Koike, and 三反栄治 Eiji Santan) and photography (shot by 高橋ヨーコ Yoko Takahashi and 和田惠 Megumi Wada). These three elements are structured like an editorial, with headings, loose columns of text, integration of visuals, and volume numbers. This structure makes the advertisement less of an advertisement, but more of a way for the viewer to discover more about the science behind food, flavour, spices, and food preservation (although its main goal is to promote the beverages). While the designs are text-heavy, all eight designs feature a visual in the centre of the composition, whether an illustration or photo, to attract the viewer's eye. The text was also broken up by multiple illustrations and images, making it playful and less overwhelming for the viewer.
As for typeface, a mixture of mincho (serif), sans serif and handwritten type was used. Mincho and sans serif type were used for the headings and information, while handwritten type was used next to illustrations or images, as seen in vol. 8. Cursive types were also used specifically for the text denoting the volume of the advertisement.
