We launched both online and offline event for Onitsuka Tiger Tiger Stripes 50th anniversary, increased the brand awareness and promote MEXICO family product by revisiting the brand heritage.
In 2017, Onitsuka Tiger’s iconic tiger claws entered its 50th year, and the brand launched the classic MEXICO replica series. We have created a series of online and offline events to enhance brand awareness and promote the MEXICO range of products while reviewing the brand’s history. As the first large-scale promotion of the Onitsuka Tiger in the mainland market, this project has enabled more consumers to learn about the history of Onitsuka Tiger and the MEXICO series.
We also invited two core figures in the fashion circle, just from the two ends of the lens: well-known street beat blog Shanghai Express founder, photographer Zhang Jiayin Roy and IT Girl Lu Yao yoyo.
This filming uses Roy’s best street shooting format to record the seven sets of IT Girl Lu Yao yoyo’s three products in the mexico series.
We invited VOICER co-founder and visual designer More Tong to create a special badge for MEXICO’s historic boots, including “Tiger Claw”, “50”, and a brightly coloured mini version of the MEXICO FAMILY series.
The design of the badge is inspired by the most straightforward word of “Tiger Claw”. It is combined with the traditional Japanese samurai sword. The angle of the Japanese sword is used in the arc and finishing of the stroke. The lower half of the “Tiger” The segment is combined with the “claw”. Fonts are integrated into the more recognizable design style, vivid and clear.
