Illustration / Strategy / Identity / Print / Digital / Environment
Sense of Humour is a Japanese cosmetic brand that embodies “Elusive Beauty”, “Poetic Humour and Elegance”, and “Out of Category Bohemian Spirit”. The product range includes shampoos, conditioners and styling agents offered in two lines, namely Bohemian and Dewy. Since the foundation of the brand, Anyhow has directed all the creative works including the identity, packaging and website.
For the brand activation, we were also in charge of the editorial and advertising work in print and digital formats. The overall art direction was executed with peepholes as a key visual. Married with a monochrome colour palette and textured matte photographs, it expresses the “Elusive Beauty”.
Creative Direction: Anyhow
Art Direction: Anyhow
Web Development: Kazuya Okamoto
Photography (Portraits): Masayuki Ichinose
Styling: Miyuki Uesugi
Photography (Stills): SHINMEI