About
kraftDEEN’s concept
Studio DEEN produces new contents by mixing conventional contents uniquely aiming at creating new possibilities, change, and originality.
We believe that new business or production is born by offering new life style and consolidating it.
KraftDEEN is a new brand created for that purpose. We will keep trying unique challenges.
■ Aoki Lapis as an icon
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Adding virtual elements properly to reality expands each world.
Vise versa, expansion from virtual to real.
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Easy to approach at real world to those who feel uncomfortable at virtual.
Vise versa, expansion from virtual to real. -
Real and virtual is not completely.
Realizing the concept that real and virtual are not another kettle of fish, but mixable partners. -
Approaching to wide variety of users and income groups.
By eliminating barriers among each industrious fields, widened vision is obtained.
■ From real to virtual.
Aooroaching to wide variety of users and fields.
Real （brand elements in the real world）
Top fashion brand A DEGREE FAHRENHEIT reaches those who spend high-quality lifestyle.
Virtual （elements such as VOCALOID and animation）
To young students and adults.
■ kraftDEEN's expansion
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Collaborative project with a top fashion brand A DEGREE FAHRENHEIT.
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A DEGREE FAHRENHEIT× Aoki Lapis （Lapis 28.4F° Project）
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Collaboration between A DEGREE FAHRENHEIT × artisanal makers in other fields.
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Represented as various products deriving from unique creation such as hologram screen projection system SORIS or the-first-in-the-world body sonic audio system Smart Sound, kraftDEEN would keep collaborating with partner companies or entering to new fields.
Concept
Kraft means “force”, “power”, or “strength”.
The noun “craft” in English has the same sound and we named our brand for the double meaning.
what "kraft" means
The word “kraft” is mainly used for the meaning of productive/creative power.
Example of use: productivity(productivkraft in German), natural force (naturkraft)
* It does not mean power as authority or brute force.(for these terms are expressed as Macht or Gewalt in German).
About brand logo typo and the signage in a normal sentence
We describe DEEN uncapitalized only in our logo typo.
DEEN in StudioDEEN is capitalized, but we wanted to express that kraftDEEN was different from StudioDEEN in the past, so that DEEN in kraftDEEN is in lower-cases.
Also, please note that in normal sentences we describe as kraftDEEN.
Offering new lifestyle by mixing real and virtual.
The core of lifestyle is 212 Inc. that possesses A DEGREE FAHRENHEIT, a brand by worldwide top designer Yu Amatsu（212Co.,Ltd）, and contents produced by professional contents production Studio DEEN.
■ kraftDEEN : what the brand name represents.
