Chrysanthemum Town Nihonmatsu Branding Project

In Nihonmatsu city, Fukushima prefecture, people have been making "eye-catching chrysanthemums" such as chrysanthemum doll and "multi-flowered chrysanthemums" that produce hundreds or thousands of flowers from a single stem, but these were limited to exhibitions at competitions and autumn flower displays. However, with the desire to have chrysanthemums used in a way that suits the modern era and to add color to a variety of scenes and spaces, in 2016 they launched the "Chrysanthemum Town Nihonmatsu Branding Project" with the aim of improving the appeal of chrysanthemums in Nihonmatsu.

In 2017, the second year of the project, our company, which was founded one day during the Meiji period by expanding chrysanthemum doll exhibitions across the country and making them into events that attract large numbers of people, was approached to carry out branding work.

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 hope to brand and develop chrysanthemum cultivation in Nihonmatsu City, where advanced horticultural chrysanthemum cultivation techniques such as chrysanthemum doll and Senrinzaki remain, into a new business and make it a symbol of intergenerational exchange and town development. In addition, by branding the chrysanthemums of Nihonmatsu City, we hope to encourage new businesses and entry into new fields of chrysanthemum-related secondary products (souvenirs, chrysanthemum goods, etc.), and to increase employment in the service industry, especially the tourism industry, by increasing the number of visitors who come to see the chrysanthemums.

【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 feedback]
We received many suggestions for new ways to showcase the traditional "Nihonmatsu Chrysanthemums", such as creating promotional tools to bring out their appeal even more and exhibiting them at art events, which we had never considered before, and we were able to confirm the potential of "Nihonmatsu Chrysanthemums". Through this project, many people both in Japan and overseas became aware of "Senrinzaki", and we were able to expand overseas for the first time. We received a wide range of support, not only in promotion and displays, but also in related product development with local businesses and advice on the "chrysanthemum doll Exhibition", which helped to foster enthusiasm among local residents.

<Our project members>
[Sales/Project Management] Hiroshi Yokota
[Planning and Direction] Yuki Shimokuni
[design, layout] Tomonori Fukano and Yuri Nakagawa
[PR] Fukazawa Gorei
[Production and construction (for DESIGNART TOKYO 2017/2018)] Takeshi Shimada
[Collaboration at DESIGNART TOKYO 2018] Keiko Uchiyama (NOMLAB)
 
・NOMLAB DESIGNART2018 exhibit "Senrinzaki" Kiku MR
 http://www.nomlab.jp/jp/projects/detail/15
Release information
https://www.nomurakougei.co.jp/uploads/news/attachments/1/a7a75355626e63682aa71e0b4fb11fc91cfaa652524366dc8f100e9f068d9f55.pdf