[Brooklyn, NY] Custom Origami Flower Bouquet for Epsilon Marketing

Origami Expertise for Epsilon, e.l.f. & H&M

At Taro’s Origami Studio, founded and directed by Taro Yaguchi, we specialize in translating brand stories into handcrafted paper experiences. When the team at Epsilon approached us with a concept tied to a major beauty collaboration, we knew this would be an opportunity to create something both visually memorable and beautiful. The result was a custom, hand-made bouquet of paper crafted magnolia flowers, designed for e.l.f. Cosmetics celebrating the launch of their new Halo Glow fragrance and their partnership with H&M.

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Epsilon: Marketing with Creativity

First here is a little background on the client. Epsilon is a global marketing and advertising company known for blending data, technology, and storytelling to create highly personalized brand experiences. What does that mean? It means their work combines analytics and creativity to help major brands connect with audiences in meaningful, memorable ways.

For this project, Epsilon was looking for business to business way to show e.l.f. something they’d never seen before. Often marketing campaigns focus on clicks, impressions, and conversions, but here they sought a tactile, artistic element that could show e.l.f. how they can elevate beyond digital and into something you can physically experience.

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Designing the Flower

So Epsilon contacted Taro’s and asked if it would be possible to send a fully realized bouquet of paper flowers to the e.l.f. offices in NYC. They wanted something unique and that represented the brand authentically.

The magnolia flower was chosen by e.l.f. for its qualities that align naturally with both fragrance design and the visual language of the Halo Glow product. They have used it in all of their promotion for the collaboration, so after several zoom calls, talking through the requirements of the project, and a few flower iterations, the Taro’s Origami design team of Ben Friesen and Frank Ling settled on building a full bouquet of magnolia flowers, with a custom origami vase and some subtle branding logos throughout.

Working under the overall creative direction of Taro Yaguchi, Ben came up with initial flower and vase concepts, and Frank refined them. To start with the team presented both origami and papercraft options. There were also two major choices for the papercraft flower. The first option had some extra details like veining and the stamens layer on top of the flower. The second version was a bit more complicated, but a bit cleaner. This version had the details carved out in relief and added a colored layer under it to provide the proper look.

Epsilon preferred the second papercraft version of the flower, and was excited with how the final version balanced the look of a realistic magnolia with curves in a way traditional folded origami tends to struggle with. Each petal was engineered to feel organic and fluid, while still maintaining the precision that defines Taro’s Origami designs.

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Final Details

Each flower in the bouquet was machine scored, hand-assembled, and arranged to create a cohesive sculptural form. We then went about created a vase form that could hold all the flowers. Several differnt versions and shapes were floated, from sharp angular forms, to more cylindrical ones. In the end an octagonal version felt like a nice way to split the difference and still look like an origami model.

From there the final paper colors were chosen, the branding logos were cut out, and the leaves were designed to bring it all to life.

The entire bouquet was designed not just as decoration, but as a lasting artifact—something that could anchor the space, draw attention, and invite closer inspection. From a distance, it reads as a refined floral installation; up close, the craftsmanship and detail reveal themselves.

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Delivering the Model

For Epsilon, this piece functioned as part of a broader experiential strategy: combining brand storytelling with physical design to create moments that feel both curated and authentic. Origami, with its blend of art, mathematics, and craftsmanship, proved to be an ideal medium for this kind of activation.

Frank then went about hand-delivering the model as well as a card from Epsilon to the client. But even though they didn’t know it was coming, they clearly saw the artistry and time that had gone into the piece.

We were proud to collaborate with Epsilon on this unique project and to contribute to the visual identity of the e.l.f. x H&M Halo Glow launch. Work like this reflects what we aim to do at Taro’s Origami Studio—create custom pieces that are not only beautiful, but conceptually aligned with the brands and stories they represent.

If you are looking to incorporate handcrafted, design-driven elements into your next campaign or event, our team specializes in custom origami installations, sculptures, and branded experiences tailored to your vision.

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Custom Origami for Brand Experiences

If you are looking to incorporate handcrafted, design-driven elements into your next campaign or event, our team specializes in custom origami installations, sculptures, and branded experiences tailored to your vision.