Chrysanthemum Town Nihonmatsu Branding Project

In Nihonmatsu City, Fukushima Prefecture, we have been making chrysanthemum chrysanthemum doll and “displays”, which blooms hundreds or thousands of chrysanthemum flowers from a single stem. I stayed. However, in 2016, we launched the "Chrysanthemum Town Nihonmatsu Branding Project," which aims to improve the attractiveness of Nihonmatsu's chrysanthemums, based on our desire to make use of chrysanthemums in a way that is appropriate for the present age in a variety of scenes and spaces. ” was launched.

In 2017, the second year of the project, we received a request for branding work for our company, which was one of the reasons for our founding when the chrysanthemum doll exhibition was expanded nationwide in the Meiji era and expanded as an event to attract customers. rice field.

Together with Nihonmatsu City, we have added new value to the traditional production of chrysanthemums in Nihonmatsu, and have assisted in the evolution of Nihonmatsu, the town of chrysanthemums, into a brand that spreads to Japan and the world.

◆Project HP *You will be redirected to an external website. Please click the URL below.
http://senrinzaki.jp/

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[Customer issues/requests]
We would like to make chrysanthemum production in Nihonmatsu City, where advanced horticultural chrysanthemum cultivation techniques such as chrysanthemum doll and Senrinzaki remain, branding, new businesses, multi-generational exchanges, and community development. In addition, with the branding of the chrysanthemums of Nihonmatsu City, the second chrysanthemum-related products (souvenirs, chrysanthemum goods, etc.) will be newly established and expanded into new fields. We want to lead to an increase in employment in the service industry.

【solution】
・Marketing and market research for the flower and display industries, sorting out issues in product supply, and planning sales strategies
・Formulation of brand concept
・Brand logo mark and color selection
・Creation of a product catalog to promote Nihonmatsu chrysanthemums such as "Senrinzaki", "Hyakudawa" and "Kengai"
・Production of LP dedicated to the project
・Proposal strategy planning
・Production of promotional movies (Japanese/English)
・Event exhibition support and production
・Holding branding and product development seminars for businesses in the city
・Product development support

【customer's voice】
Regarding the production of the traditional "Nihonmatsu no Chrysanthemum", we received many proposals for new ways to make it attractive, such as the creation of promotional tools that further bring out the appeal of the chrysanthemums of Nihonmatsu, as well as exhibiting at art events that we had never thought of before. I was able to confirm the potential of chrysanthemum. Through this project, many people from Japan and abroad have come to know about "Senrinzaki", and we have also achieved our first overseas expansion. In addition to promotions and displays, we received a wide range of support, such as the development of related products with local businesses and advice on the "chrysanthemum doll Exhibition", and we were able to foster momentum among citizens.

<Our project members>
[Sales/Project Management] Hiroshi Yokota
[Planning/Direction] Yuki Shimokuni
[design, layout] Yuki Fukano Yuri Nakagawa
[PR] Kourei Fukasawa
[Production and construction (at DESIGNART TOKYO 2017/2018)] Takeshi Shimada
[Collaboration at DESIGNART TOKYO 2018] Keiko Uchiyama (NOMLAB)
 
・NOMLAB DESIGNART 2018 Exhibited work "Senrinzaki" Chrysanthemum MR
 http://www.nomlab.jp/jp/projects/detail/15
·release information
https://www.nomurakougei.co.jp/uploads/news/attachments/1/a7a75355626e63682aa71e0b4fb11fc91cfaa652524366dc8f100e9f068d9f55.pdf