DIAMOND FLOSS

DIAMOND FLOSS

Client: HIRAO SAMPEI SHOTEN.INC
Production: Junko Katoh (Hirao Sampei Shoten.inc)
Creative Direction: Akashi Oda (Hirao Sampei Shoten.inc)
Design: Tezzo Suzuki
Photography: Naoki Usuda
Country: Japan

"Diamond Floss" draws inspiration from "Diamond Tooth Powder," first introduced by Sampei Hirao Shoten in 1891, and was developed under the supervision of our CEO and dentist Junko Katoh.

Despite the widespread availability of high-quality and affordable oral care products in Japan, oral hygiene habits remain relatively underdeveloped. Addressing this challenge, Diamond Floss was designed not only for superior functionality but also to enhance the experience of use.

The floss features over 2,000 interwoven microfibers—the highest standard in the industry—ensuring exceptional cleaning performance. The packaging design pays homage to the Meiji-era aesthetics of Sampei Hirao Shoten, characterized by the use of diverse typography. While predominantly paper-based, the packaging incorporates waterproof and stain-resistant coatings, making it both environmentally conscious and practical for daily use.

By seamlessly integrating tradition, innovation, and user experience, "Diamond Floss" redefines oral care, earning recognition for its excellence in design and functionality.