Congratulations to AXEL Incorporated has won the 2021 Red dot design award: Brands & Communication Design – <Leather-Transform Trash Into Treasure>
< Leather-Transform Trash Into Treasure >
In recent years, leather usage has been criticized due to the increasing awareness of animal rights and environmental protection. For that reason, AXEL combines our newly developed leather samples with meat charts to create the Leather Catalog. We chose the 3 most common meat charts, beef, pork and goat, to show leather comes from the waste of the livestock industry. Also, the layers indicate how frequently people eat the part of the meat, further highlighting the amount of skin waste in the livestock industry.
The characteristic Leather Catalog is used as the communication medium of AXEL’s company philosophy, and has also been converted into a series of design drafts for our image advertisements. In addition, we used warm color leather with various patterns to enable the public to understand the diverse variations and functionality of leather. By doing so, we hope to improve the image of genuine leather and increase people’s willingness to use leather, developing a better understanding of leather usage. Unlike in the past, leather usage nowadays is more environmentally friendly and it is also a sort of waste utilization.