Playing with a Dream
Ca Le
It all began during a chat with the Shosaikan owner.
“Does anything bridge the gap between a letter and a card?”
“Sometimes you want to send something more casual than a letter.”
“And it would be fun to communicate with something other than
writing—like drawings or photos.”
“It would be fun to try all different variations.”
“Isn’t there something between a letter and a card?”
That started my design wheels spinning, searching for a new
shape as I fiddled with paper in my hand. After several months of
intensive effort, I emerged with variations on the card-letter.
I followed this up with a few trips to the post office, a test to make
sure the cards would survive being mailed. One Sunday morning
during this repetitive process, Mr. Shosaikan and I met in a café,
with various models lined up on the table. We brainstormed ideas,
as usual, for several hours. We agreed on paper type and size,
but something was still missing, so the conversation continued.
At some point, Mr. Shosaikan poked a hole through the paper
and envelope. Breakthrough! Literally! A split-pin in the middle hole
would eliminate the need for glue. A ribbon threaded through
the hole created a simple gift, or a letter posing as a book.
It was our moment of revelation, the birth of a multipurpose card.
Mr. Shosaikan proposed a reasonable name—CA from card
and LE from letter. That marked the debut of Ca Le, its uses
limited only by the imagination, equally fun for sender and receiver.
A collaborative dream comes true...
Client: Shosaikan Co., ltd.
Art Director: Keisuke Unosawa
Graphic Designer: Keisuke Unosawa
Creative Agency: Venus Spring Inc.
URL: Ca Le