Chrysanthemum Town Nihonmatsu Branding Project

In Nihonmatsu City, Fukushima Prefecture, they have been cultivating "showcase chrysanthemums," such as chrysanthemum doll dolls and "multi-flowered" chrysanthemums that produce hundreds or thousands of flowers from a single stem. However, their efforts were limited to exhibiting at chrysanthemum competitions and autumn chrysanthemum displays. With the desire to utilize chrysanthemums in a way that suits the modern era, in a variety of scenes and spaces, they launched the "Nihonmatsu Chrysanthemum Town Branding Project" in 2016, aiming to enhance the appeal of Nihonmatsu chrysanthemums.

In 2017, the second year of the project, we received a request for branding services from a company whose founding was partly inspired by the large-scale expansion of chrysanthemum doll exhibitions held throughout Japan during the Meiji era, which served as a major draw for visitors.

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's challenges/requests]
We aim to brand and develop new businesses around the chrysanthemum cultivation techniques of Nihonmatsu City, which still preserve advanced horticultural methods such as chrysanthemum doll and thousand-bloom chrysanthemums, making it a symbol of intergenerational exchange and community development. Furthermore, by branding Nihonmatsu City's chrysanthemums, we hope to create new businesses and opportunities in new fields related to chrysanthemums (souvenirs, chrysanthemum goods, etc.), and increase employment in the tourism and service industries by attracting more visitors 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]
Regarding the cultivation of the traditional "Nihonmatsu chrysanthemum," we received many suggestions for new ways to showcase it, such as creating promotional tools that further enhance its appeal and exhibiting at art events that we had never considered before, allowing us to confirm the potential of the "Nihonmatsu chrysanthemum." Through this project, many people both domestically and internationally learned about "Senrinzaki," and we were able to realize our first overseas expansion. In addition to promotion and displays, we received support in a wide range of areas, including the development of related products with local businesses and advice on the "chrysanthemum doll Exhibition," which helped to build enthusiasm among the citizens.

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