IYÉ

IYÉ

Client: Choeur Inc.
Design Company: EICHI Inc.
Creative Direction: Hitomi Hori(Choeur Inc.)
Art Direction: Hidehiro Kusumi(EICHI Inc.)
Design: Takuya Konishi(ROW)
Country: Japan

This product embodies the core principles of "Minimal" and "Modern" design, characterized by a clean grid structure formed from precise, straight lines. Stripping away all unnecessary elements, the design emphasizes the brandʼs presence through its logo and text alone, creating a bold yet understated impression.

The box itself features sharply defined edges that cast striking shadows, enhancing its industrial, refined character. This meticulous design choice highlights the box's minimalist form, making it a statement piece that seamlessly integrates into any interior. Even after the incense has burned away, the packaging remains a sophisticated object, designed to complement modern spaces ‒ something you'd want to keep on display rather than hide away.

With a focus on "Inner Sustainability," this product invites you to reconnect with yourself, providing a moment of quiet luxury in your personal space, which we call IYÉ ‒ a place to reset your mind and body.

Crafted from ultra-thick recycled paperboard made from milk cartons and
waste paper, this box is both environmentally friendly and remarkably durable, echoing the strength of a wooden box while maintaining a beautifully pure white finish. The interior features a removable insert, allowing the box to be repurposed as a small storage container, reflecting the thoughtful design philosophy that aims to extend its lifecycle beyond its initial use.