The inky black ofnature and human
FIL is a lifestyle brand founded in Minami-Oguni, Kumamoto Prefecture. As one of FIL's activities, they launched FIL SUMI LIMITED to deepen the understanding of the “Noyaki” tradition that sustains the landscape of the Aso region in Kyushu. Based on the concept of “The Meaning of Tradition,” we expressed the deep connection between people created by the unique culture and customs that have continued for a thousand years to maintain the magnificence of nature.
We designed and developed the brand website to make the products stand out and give users a sense of the nature of Aso. In the design, we used the black color as the base color to give the impression of monochrome to make the inky-black-colored products fit in better with the site. On the other hand, we tried to make the site more attractive by showing the vibrant colors of nature through the visuals of the Aso landscape.
In the development, we kept the effects used in the images away from a robust digital feel to give the user a sense of “nature” on the website. The expressions are consistent with the shimmering of the wind or the clearing of fog. Furthermore, the seamless transitions combined with these expressions improve the website's performance.