Nendo, the Japanese design studio, have just launched their MINIM+AID disaster kit specifically designed for those affected by earthquakes, likes of which devastated parts of Japan in 2011. The kit contains a whistle, radio, raincoat, lantern, water container and a multipurpose case.

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Designed more of a precautionary measure just in case, for those city dwellers. This I suppose justifies the aesthetic as this will be carried around as part of ones everyday items, in a suitcase, man-bag etc. Especially in Japan I believe the desirability of this is crucial to its success.

This is a great example of how looking at these situations from the other way up, minimising charity/disaster relief stereotypes, and designing with a focus on the customer's day-to-day environment first, a product with an aesthetic closer to high end deodorant cans could actually prove to save more lives than those designed with the disaster environment as its starting point.

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Check it out here.

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