To instill a sense of pride among employees in its corporate culture, Daikin Industries has focused activities on internal branding. One such activity grew out of an initiative to recycle outdated work uniforms and transform them into eco-friendly tote bags. Ayane Nakayama, a young TIC designer, was tasked with the designs. So how did she go beyond simply upcycling the uniforms to create designs that expresses “Air” in a uniquely Daikin way?
Nakayama explains as she recounts her process of trial and error.
To mark the 100th anniversary of its founding in 2024, Daikin Industries’ management decided to update and replace the company’s work uniforms. My involvement in the project led to the idea of recycling the outdated work uniforms, and I was invited to participate in turning them into eco bags.
On the Question of How to Express “Air”
As I started developing the designs, the first issue I had to confront was the stipulation that use of PICHONKUN, the Daikin mascot, was off limits. Many Daikin promotional goods in the past have had PICHONKUN appear on the front, so being restricted in the use of the iconic character forced me to rethink what “uniquely Daikin” meant. In response to that, I proposed three designs.
While air is invisible to the naked eye, it is an essential element in all of our lives. So, I asked myself: “How can we make this invisible existence visible through design?” SYABONDAMA is an attempt to convey this. It features a pattern printed in white ink on white fabric that only becomes noticeable when an item is placed inside the bag. As with air, the design is normally unseen, but its presence is certainly there, and then it suddenly appears.
STONE adopts the triangle of the Daikin logo as its motif by depicting triangles of various sizes coming together to sparkle like jewels. Moreover, the colors of the old work uniforms are partially incorporated in the design to represent the passing down of the traditions and will of our predecessors in facing the future.
For CODE, rather than express PICHONKUN by its physical appearance, I converted the character image into SVG code. While understated, the cuteness of the character is certainly present at its very core. The code, along with the work clothes worn by employees every day, conveys the subtle message that the PICHONKUN is a partner in transporting important cargo.
Learning from the Trial-and-Error Process
This project required several trial-and-error attempts. As I observed people carrying eco bags during their commute or around town, ideas would sometimes come to me, and I could imagine the scenarios in which the bags would be used. At other times, I narrowed down my ideas through internal company surveys and explored compromises with technical constraints and licensing agreements.
The design for CODE was particularly challenging. Code output often exceeded the print area, requiring us to make fine adjustments repeatedly, such as simplifying the image and modifying the code.
Usually, my work responsibilities largely involve UI (user interface) with most of my work performed on a software screen, but this project required that I work closely with fabric as a physical object, taking account of the characteristics of color and ink. For me, this was uncharted territory, but I think that's precisely why I learned so much. More than just creating beautiful designs, the question became how to visually represent the Daikin philosophy and company history. I think that the process of asking such basic questions and then giving them shape in reality brought out my fundamental skills as a designer.
A Part of Internal Branding
This Eco Bag Project was also part of an initiative for “internal branding.”
In addition to product and UI design, DAIKIN design has been focusing on branding since around 2015. For example, having in-house designers handle logo and sticker designs naturally promotes such feelings within the employees as “being proud to be part of the company,” and “having an attachment to their own projects.”
The project is a part of this movement. The act of recycling old work uniforms itself symbolizes environmental responsibility and the preservation of traditions. Furthermore, by having a Group company oversee packaging and multiple departments within the company manage sales and advertising, the project has created a sense of “something we created ourselves.”
The value lies in the activity for its own sake rather than trying to meet a high sales goal. The bonds between employees have strengthened around the designs and fostered a sense of attachment to the company itself.
Personal Connections with Many People and a Vision for the Future
In looking back on this project, I think that the greatest asset I had was the “personal connections that I made.” People kindly listened to what a young employee had to say and entrusted me with the design. I received the cooperation of many employees from different departments. The relationships that I built with each and every one of them were the driving force that kept the project going all the way until its conclusion.
The eco bags have been well-received within the company. Currently, preparations are underway to introduce them to our overseas bases. For me, imagining the day when my designs transcend borders and are used globally gives me an overwhelming sense of both responsibility and joy.
Through this experience, I began to feel deeply that “design can have an enormous impact on people.” In the future, I would like to be involved in a wide range of areas beyond UI, such as branding and spatial planning, as I aim to be a person who can see the bigger picture and direct design overall. My goal is to connect people through design and play a role in expanding those connections into the future.
