Featured In
Product Design

To connect disappearing Japanese traditional crafts, to and for the future.


Traditional craftsmen with Japanese masterpieces, producing wonderful craftsmanship that Japan takes pride in. The sales of their traditional industries has declined by 80% in the last 40 years. The aging of craftsmen is also a social issue, where the most skilled craftworker is said to be about 80 years old. Alongside this fact, training for the next generation craftworkers is demanded. Japanese traditional crafting is standing in a crisis situation where it is said to disappear after 10 years if we do not act towards the future now.


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

We started form supporting from establishment the social entrepreneurs of traditional craft brand 'aeru', a traditional brand for infants between 0 to 6 years old, through design direction of products and overall branding. To deliver such traditions to children and for them to get familiar with this from childhood, was an aim none other than directing this to our future customers at an early stage.
A logo mark that expands outside the Hinomaru red dot that indicates traditional Japan. The lattice circular pattern, which is said to be a ‘Shippou’ (the seven treasures), is designed as a variable logo so as to overlap at various angles. We produced this logo mark to express the word "harmony", connecting Japanese tradition to modern life.
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 making the fees from brands royalty-compensated, we conducted direction of the entire brand, which is usually difficult for social startups.


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

Yamanaka Lacquer ware 山中漆器
Tsugaru Pottery 津軽焼
Tobe Pottery 砥部焼
Otani Pottery 大谷焼

We designed a cup with a good finger catch for resistant to dropping. We purposely did not attach a handle so that children want to voluntarily hold them firmly with both hands. It's also a small cup, so you can drink a serving all at once. 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 section, where children can firmly hold the spoon, easy to scoop thoroughly pursuing the angle to the dish.


The first soup bowl

The first bowl made of Echizen lacquer ware. We pursued a design that can be used for a lifetime, as a child's soup container, and as a cup for beverages such as tea and coffee.


Safety scissors

We made scissors made of hard wood, which is safe even when a child's fingers are accidentally caught. However, if you select to use paper, you can easily do so.


We have collaborated with a traditional brand called “aeru”, whose products are especially made for 0-6 year old babies. We designed the packaging of a gift set of clothes that can be sent as a present for the newborn baby. The sweater, towel, and pair of socks dyed with “Hon-aizome”, a Japanese traditional indigo blue color, can be placed in the present,  all neatly wrapped as if they were lovely sweets.

Tokushima Indigo dye 徳島藍染

baby apron​​​​​​​

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. 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 huge movable shelf that can respond flexibly to changes throughout the seasons and changes for any circumstances. Eight-staged shelves with different heights move like a fan around one point, and as a matter of course, as a desk or a bench, deforming according to the situation. 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。

It has spread as one of the most famous social entrepreneur industries in Japan, standing as a hopeful case study for traditional industries.

As a female president, Rika Yajima started this growing company as a student entrepreneurship with NOSIGNER, where we were responsible for the total design direction running side by side. In the 7 years since its' foundation, we received a business award such as APEC BEST AWARD as a social enterprise representative of Asia and many design awards including Good Design Award. It has been widely recognized as one of the most famous cases for traditional industrial social business in Japan, and continues to create new markets for children in 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、グッドデザイン賞を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。


Art Direction: Eisuke Tachikawa (NOSIGNER)
Graphic Designer: Eisuke Tachikawa, Kaori Hasegawa (NOSIGNER)
Space Designer: Eisuke Tachikawa, Kunihiko Sato (NOSIGNER)
Client: aeru

NOSIGNER™ : social design for evolution.

Check out more of our work on:​​​​​​​

Thank you for watching !


Make the market of traditional industry for most sensible customers: infants. We support the social entrepreneur of traditional craft brand 'aeru Read more


Adobe Illustrator
Adobe Photoshop
Adobe Lightroom
Copyright Info

Attribution, Non-commercial, No Derivatives

Read More