Morinaga Smile Factory Kobe Factory

Kobe Plant, which began offering tours in 2007, suspended traditional tours in the fall of 2019 and planned to renovate the tour facilities. This renovation transformed the facility into one where children can have fun while deepening their understanding of milk and dairy products, as well as learning about the ingenuity used to ensure food safety and environmentally friendly efforts toward achieving the SDGs. Due to the impact of the COVID-19 pandemic, online tours were conducted midway through, but in-person tours resumed in March​ ​2024. We were responsible for the total production, from the facility concept to spatial concept design, displays design and production, and various content production.

As a brand communication facility, the challenge was to make Morinaga Milk Industry's corporate activities that are close to the daily lives of consumers feel more familiar, not only through the manufacturing process and product brand, but also through awareness of the company's passion for manufacturing and its commitment to its raw materials, milk and dairy farming.In addition, content that symbolizes the Kobe Plant, where products in a variety of categories are manufactured, was required.

The concept of "a place that makes you think of your family" was born, aiming for an experience that would make people "want to talk about it when they get home." The facility recreates the room where a family lives, with large shelves filled with books full of history and a variety of fun toys related to the products. Such devices to attract visitors are scattered throughout the facility to blend into everyday life. The main displays room also focuses on "milk," the source of Morinaga Milk's products, and provides content that allows visitors to rediscover the "charm of milk" while enjoying it with all five senses, through explanations of dairy cows and a corner where visitors can learn about the deliciousness and safety of milk produced together with dairy farmers.