• why:
    To connect disappearing Japanese traditional crafts to and for the future. 

  • -80%

    Japan takes pride in producing crafts of Japanese masterpieces, by traditional craftsmen. The sales of their traditional industries has declined by 80% in the last 40 years. The ageing of craftsmen is a social issue, where the most skilled craftworker is now said to be about 80 years old. This is why training for the next generation craftworkers is demanded. Japanese traditional crafting is in a crisis situation, where it is said to disappear after 10 years if we do not act towards the future now.


  • how:
    Create a market of traditional industries for our most delicate customers: infants.

  • We began by supporting from the start of the establishment for social entrepreneurs of traditional craft brand "aeru", a traditional brand for infants between 0 to 6 years old. We directed the overall branding and also the products. We aimed at no other than our future customers of such an early stage in order for them to become more familiar and accustomed to these traditions, delivered from early childhood. A logo mark that expands outside the Hinomaru red dot that indicates a traditional Japan. The lattice circular pattern, which is said to be a "Shippou" (the seven treasures), is designed as a variable logo, overlapping at various angles. We produced this logo mark to express the word "harmony", connecting Japanese traditions to modern lifestyles.
    In addition, NOSIGNER carries out almost all of the product designs and store designs, as we collaborated to develop numerous products that realize children's happiness through traditional industries. By producing fees from brands royalty-compensations, we were able to conduct direction of the entire brand, which is usually difficult for social startups.​​​​​​​


  • By designing a two-step curve inside the vessel, the child's hand cannot slide under the vessel, where the child can realize the instrument quickly, hardly spilling meals. The inner curve doubles as a function of stacking, where it can even be stacked with containers from other production areas. This was designed to be able to collect dishes of various traditional crafted production areas.


  • Yamanaka Lacquer ware  山中漆器

  • Tsugaru Pottery  津軽焼

  • Tobe Pottery  砥部焼

  • Otani Pottery  大谷燒

  • We designed a cup with a firm finger catch to resist from‮ ‬dropping‭. ‬A‮ ‬handle was not attached for‮ ‬children to‮ ‬voluntarily hold firmly with both hands‭. ‬It can also be used as a small cup to be used as one serving‭. ‬It has a simple shape suitable for stacking‭.‬​​​​​​​


  • Koishihara Pottery  小石原焼

  • Tsugaru Lacquer ware  津軽塗

  • Ryukyu Glass ware  琉球ガラス

  • Easy scoop spoon
    We designed a spoon with a triangular surface, where children can firmly hold the spoon as it pursues the angle to the plate to scoop easily.


  • The first soup bowl
    The first bowl made of Echizen lacquerware‭. We persued a design that could be used for a lifetime as a children's soup container‭, ‬and also as a cup for beverages such as tea and coffee‭.‬

    越前漆器でつくられた、はじめてのお椀。子供の頃はスープ用として、大人になったらお茶やコーヒーなどの 飲料のカップとして一生使ってもらえるサイズを追求しました。

  • Safety scissors
    We made scissors made of hard wood, which is safe even for use by a child. Even if you choose to use paper, you can easily cut through it.


  • We collaborated with a traditional brand called "aeru", whose products are especially made for 0-6 year old babies. We designed the package for a gift set of clothes that could be sent as a present for a newborn baby. A sweater, towel, and a pair of socks dyed with "Hon-aizome", a Japanese traditional indigo blue color, is placed inside, all neatly wrapped as if they were beautiful sweets.


  • Tokushima Indigo dye  徳島藍染

  • We used a natural organic cotton fabric to complement the cuteness of the child. The touch is soft and perfect for children's delicate skin. It is a very friendly front as it suits any outfit.


  • We designed a futon to warm the child's body, with an opening at the neck to not cool down the body. It is made carefully one by one with the hands of Kyoto craftsmen.


  • Aeru meguro shop​​​​​​​
    We designed the space of "aeru meguro", the first directly operated store for "aeru". It is a small store space of 53.26 square meters, however, it is designed around a large movable shelf that can respond flexibly to changes throughout the seasons and for changes in any circumstances. Eight-staged shelves with different heights move like a fan turning at one point, and as a matter of course, as a desk or a bench, deforming according to the situation. This is a space full of Japanese craftsmanship works, centered on shelves that enable flexible space utilization.​​​​​​​

    aeru」にとって初の直営店「aeru meguro」の空間を設計しました。「aeru meguro」は広いとはいえない53.26平米の店舗空間ですが、季節の移ろいや状況の変化に臨機応変に対応できるように、巨大な可動式の棚を中心に設計されています。高さの異なる八段の棚は一点を中心に扇のように可動し、商品の展示はもちろんのこと、時にはデスクやベンチとしても、状況に合わせて変形します。フレキシブルな空間活用を可能にする棚を中心に、日本のクラフトマンシップが詰まった空間が完成しました。

  • now:​​​​​​​
    One of the most famous social entrepreneur industries in Japan—a hopeful case study for traditional industries.
  • ​​​​​​​

    As a female president, Rika Yajima started this company as a student entrepreneur with NOSIGNER, where we were responsible running side by side for the total design direction. In the seven years since its' foundation, we received business awards such as APEC BEST AWARD as a social enterprise representative of Asia, including many design awards such as Good Design Award. It has been widely recognized as one of the most famous cases for traditional industrial social businesses in Japan, and continues to create new markets for children within traditional industries.

    女性社長として学生起業から始まった矢島里佳とトータルなデザインディレクションを担うNOSIGNERが並走しながら、aeruは徐々に大きくなっていきました。創業7年の間にアジアを代表とする社会企業としてAPEC BEST AWARDを始めとするビジネス賞の受賞や、グッドデザイン賞始めとするデザイン賞を数多く受賞しました。日本での伝統産業のソーシャルビジネスにとって最も有名なケースの一つとして広く認識され、今も伝統産業に子どもたちに向けた新しい市場を生み出し続けています。

  • what:

    Art Direction
    NOSIGNER (Eisuke Tachikawa)
    Graphic Design
    NOSIGNER (Eisuke Tachikawa, Kaori Hasegawa)
    Space Design
    NOSIGNER (Eisuke Tachikawa, Kunihiko Sato)

  • NOSIGNER™ : social design for evolution.

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  • Thank you for watching!