Our INTERVIEW series ask a variety of professionals for tips on how to enrich our daily lives and naturally participate in sustainable initiatives. In this volume, we asked Tomo Asahina, art director of eterble, about his thoughts behind the project.

 

-Thoughts on eterble as an art director-

Tomo    In the art direction of eterble, we wanted to create not only a beautiful and attractive tablecloth, but also a landscape of “life with eterble”. We wanted to create a strong visual that would convey the “aspirations” and “deep thoughts” of eterble’s tablecloth, and we were very particular about building up the atmosphere.

The resulting visuals express our hope that, it will be “eterble’s tablecloth” to accompany the “abundance” and “deep joy” of women who cherish their home spaces as they create their own style in this chaotic and demanding era of life.

 

It is our desire to be the brand of choice for those who create not only a “lifestyle” but also a “life” style. I went back and forth with Hiroko Hayama, the creative director of eterble, about the view for creating the art. In the end, I was happy that she believed in the world I proposed. In the process of brand making, I think it is important that the team shares the same temperature and thoughts. Looking back, I think I spent and shared a lot of time having fun and being happy. This chemistry is important in order to create a good brand.

 

 

-about eterble’s logo desing-

Tomo     When designing the logo for eterble, we of course considered an atmosphere appropriate for a sophisticated and dignified woman’s choice. At the same time, we wanted to express the excitement of an item that can change the atmosphere of a dining room in instance from the daily scenery to something special. We also aimed to express the joy of creating your own unique world when coordinating tableware and cutlery by layering them on the tablecloth. It is a mix of all these elements.

 

-thoughts on First Collection-

Tomo      The first collection is created with eterble’s what’s to be the “standard” items. When I first touched the products in my hands, I felt eterble’s signature feel and permanence. I also thought that the world and expression on the tables could change depending on the user’s sensitivity (combination of colors and textures of the items). A tablecloth is a wonderful item that can transform a space with its color and texture, and gives good effects to change someone’s mind. It is truly magnificent that a simple cloth can color and change the feelings, scenes of those who gather around the table. While furniture and décor cannot be easily replaced, a tablecloth is an item that can change the space and atmosphere of your home just by laying one over the table. We hope that you will enjoy incorporating it into your own life.

 

I think the word “dignified” is very appropriate for eterble, the brand being created with a serious commitment to the SDGs and without compromising. The visuals of the first collection exist with the hope that many people will enjoy and love the world of eterble to the fullest.

 

 

Tomo Asaniha

Graphic Designer / Art Director
He has worked on logo designs and produced on visuals for numerous fashion industries such as United Arrows, Drawer, STRASBURG. Centered around fashion conscious graphic design, Tomo produces and consults on branding and build new value for business and products.
https://www.tomoasahina.com/