発見, hakken: a finding. This is a record of what one designer notices in a week.

I grew up beside the Arakawa, in Adachi, and spent five years in a Ginza studio drawing identities for companies you have used without once thinking about them. That work teaches you to read a city as a page. A vending machine is set type. A rice bag is a packaging problem somebody solved in the eighties and nobody has improved on since. A good deal of the best design in Japan is like that: already in the street, unsigned, waiting to be looked at properly.

So this magazine watches the street as well as the feed. Around fifty sources come in through the day, ten of them Japanese, and what the world's studios are arguing about is counted and plotted so you can watch it move. Every third day I write about one thing I actually stood in front of.

What you get for a story is a headline, a short excerpt, one picture and the way out to the people who reported it. Never the article itself, and never the photograph as though it were ours. A story written in Japanese stays in Japanese here, headline and excerpt both, because that is how its author set it down.

Everything is also published in Japanese at hakkenmag.com/ja/.

— Ren Arakawa, Tokyo

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100年以上続く笑顔を封印 The Laughing CowのユーモアあふれるPR施策

10.20

チーズブランドのThe Laughing Cowが、ブランドを象徴する牛の笑顔を一部の商品パッケージから消す大胆なPR施策を展開しました。 1921年の誕生以来、笑顔の赤い牛をブランドの顔としてきたThe Laughing Cow。今回、一部の商品パッケージでは牛が真剣な表情に変わり、「The Not Laughing Cow」と表示。

Packaging

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100年以上続く笑顔を封印 The Laughing CowのユーモアあふれるPR施策

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