Derrick Lin


Best of the Show – Diamond Pentaward 2010

This astonishing and creative HOYU3210 bottles are the work of designers from ADK, a major Japanese communication agency created in 1956, now present everywhere in the world, and a member of the WPP group.

HOYU3210 – countdown to beauty – is a range of products of HOYU, a company specialising in hair and hairdressing products. Created in 1905, HOYU has never ceased to innovate and to offer Japanese customers, who are among the most demanding in the world, exceptional products… in exceptional packaging.

3210 refers to a countdown to indicate what the product has to offer consumers, in a few seconds, even with the stress of the last finishing touches before going out, the ideal solution for a really perfect hairstyle.
The distinctly original and ideally ergonomic shape of the bottles leaves the usual codes behind to stand out among all its competitors. The designer confesses that he did not use a computer to create these ever so particular forms. His tools were his hands, the earth to be moulded, the file and sandpaper.

To be sure, the computer did play its role when the design went into production, but the initial form, as can be appreciated at first glance, owes its fundamental aestheticism to the artist’s hand, to his pure creative emotion.
The chosen colours, black and white, and transparency, reinforce the simplicity and the purity of the packaging.

It is odds on that these bottles will not wind up being recycled, but will be kept as decorative objects in bath rooms and will soon find their way to exhibitions and museums devoted to design.

In addition to the Diamond Pentaward trophy, ADK received the EskoArtwork Suite 10 software, worth €5,000, one of the most sophisticated design and display programmes.