MINUS DEGREE
MINUS DEGREE
Client: 100 percent, Inc.
Design Company: YOSHIO GOODRICH DESIGN
Art Direction & Design: Hiroki Yoshitomi
Country: Japan
The frontside of the towel is made of Imabari cotton pile and the backside is made of “zero cool” - a special material produced by Nemours. Its special cooling feature keeps the towel cold even when it’s dry and the effect becomes stronger when it’s wet. To enhance coldness, flap the towel in the wind. It is a perfect item that comes in handy during hot summer days or sports activities.
The package design uses a minus sign (-) in front of the degree symbol (℃) to express the “coldness” of this product. In addition, an illustration of a thermometer is placed, and a hole was made in the temperature part so that the color of the product could be seen and understood. The color variation of the product has been unified with shades of blue to enhance the feeling of “coldness”.
Digital Communication services, including website design, search engine optimization, social media, and content creation for nonprofit organizations, consultants, and creative entrepreneurs.
