Applying the Golden Ratio in redesigning the key visuals

RISINGWAVE ZERO | FITS Corporation K.K.

PRODUCT

Fitz Corporation, which develops a variety of brands, mainly cosmetics brands. The company’s signature product, the men’s perfume “RISINGWAVE”, has gained tremendous support as the 1st fragrance for young men. For the launch of the new RISINGWAVE line, RISINGWAVE ZERO, on October 1, 2014 (Perfume Day), we assisted in the planning, art direction and design of the product design, packaging and key visuals for the product.

The “RISINGWAVE ZERO” was created for men who are smart, elegant, and mature, and who have the luxury of maturity to stand out from the rest of the line.

In developing this product, we incorporated the golden ratio, which has been considered the most stable and beautiful ratio for humans since its discovery in ancient Greece, into the design of the bottle, and designed a silhouette that anyone can feel comfortable with. The golden ratio (= 1:1.618) is also one of the artistic elements, and it has been incorporated into the Parthenon, Milo’s Venus, and Hokusai Katsushika’s “36 Views of Mount Fuji”.

We created a series of key visuals, one that appeals to the beauty of the product and the other that appeals to the use of each product.

RISINGWAVE ZERO | FITS Corporation K.K. PRODUCT BRANDING

  • ART DIRECTION
  • PACKAGE DESIGN
  • PHOTO DIRECTION
  • PRODUCT DESGIN

Creative Director + Art Director: Seitaro Yamazaki/ Designer: Seitaro Yamazaki, Tomohiro Koga/ Photographer: Akihiro Kawauchi/