Morinaga Smile Factory Tone Factory

This is a yogurt manufacturing building that was newly constructed at the Tone Factory in 2019. This project includes a factory tour facility where children can have fun while deepening their understanding of milk and dairy products that are familiar to them, as well as learning about the efforts to ensure food safety and environmentally friendly initiatives to achieve the SDGs. We were responsible for the total production, from the facility concept to the spatial concept design, displays design and production, and various content production including the concept movie.

As a corporate brand communication facility, our challenge was to create an environment where visitors could enjoy not only the manufacturing process and product brands, but also the company's passion for product development and corporate stance, while feeling closer to Morinaga Milk's corporate activities that are an integral part of everyday life.

The concept of "a place that makes you think of your family" was born, aiming to create an experience that would make people "want to talk about it when they get home." Upon entering the facility, visitors are greeted by a slightly mysterious blue sky and clouds, a large house filled with books, and a variety of fun toys in the family room. These types of content that attract visitors are scattered throughout the facility to blend in with everyday life. As befitting a yogurt production building, designs that mimic bifidobacterium BB536 are placed throughout the space to spark interest in "bacteria food and science."