[GALLERY] The 15th special exhibition "HERALBONY BLUE" will be held from June 3rd

This special exhibition is a traveling exhibition that will allow you to learn about the roots of HERALBONY's design through items such as packaging and shoppers that are positioned as "brand paper" (※). It will be held in Iwate, following Tokyo and Osaka, to commemorate the award of the "A' Design Award & Competition 2022-2023" (※), one of the world's largest international design competitions held in Milan, Italy.

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"Heralbony" is a mysterious word that frequently appeared in Matsuda Shota's notebook during his elementary school days.
"What does that mean?" I asked.
"I don't know!" was the immediate answer.
However, in 2019, a major shock hit.
"What does that mean?" I asked.
"Horse!" he answered immediately.
As a result, the logo mark is based on a horse motif.


■ Why horses were chosen as a motif

The magic word "HERALBONY" which cannot be found even by searching is a mysterious word that Shota Matsuda, the older brother of both representatives who has an intellectual disability, wrote in his notebook when he was 7 years old. At first it was a meaningless word, but one day he told him "that is a horse", and so HERALBONY became based on the motif of a horse.
The logotype was inspired by the handwriting in his diary where he wrote down his daily life. It was designed based on the unique form that was born from his strong preference for connecting letters, and is expressed elegantly. The design concept retains the presence of the two elder brothers, and expresses their desire to grow the brand together.

■ Establishing a worldview based on the brand concept

In order to establish the art lifestyle brand "HERALBONY," HERALBONY worked with the design team Paper Parade to decide on the brand's "color" and the "material" of the brand paper. The color was chosen as "blue," which is the symbolic color for raising awareness of autism and developmental disorders and represents healing and hope. The material used was Takeo's "Biotope GA-FS Magellan Blue," a paper with a "texture" that conveys the quality of art to customers.

*What is "brand paper"?

Brand paper is a concept advocated by Paper Parade. It is a unique branding method by Paper Parade, where a certain paper is designated as the corporate color (= brand paper) and the brand's worldview is constructed from the color and texture of that paper. It is based on the idea that brand paper can help people cherish the brand itself and create an experience that will make them continue to like the brand.

*About the "A' Design Award & Competition 2022-2023"

"A' Design Award & Competition 2023", one of the world's largest international design competitions, was held in Milan, Italy.
Heralbony's packaging was recognized for its consistent world view based on the brand concept, and won the Silver Design Award in the Packaging Design Award category.

■ "HERALBONY BLUE Exhibition" Exhibition Outline

Dates: Saturday, June 3, 2023 - Sunday, July 16, 2023
Time: 11:00-18:00
Opening days: Saturday, Sunday, and public holidays *If you would like to visit on other weekdays, please contact us via the chat on our website. Venue: HARALBONY GALLERY
Address: 4F @HOMEDELUX Building, 2-38 Kaiunbashi-dori, Morioka City, Iwate Prefecture, 020-0026
Website: https://store.heralbony.jp/pages/heralbonygallery-iwate

■ Paper Parade

A design team consisting of art director Atsushi Morita and type designer Yuriko Wada. Under the theme of "creating new value in paper and printing" while crossing the boundaries between the digital and physical worlds, they pursue designs that change the values ​​of paper, printing and materials for HERALBONY, and they are responsible for the art direction of the brand paper that has been deployed in all brand items such as brand books, shoppers and packaging, connecting HERALBONY with many customers.

Website: https://paperparade.tokyo/