TATEBAYASHI Creation Center Tatebayashi Factory

The Bulldog Sauce Tatebayashi Factory was transformed into the TATEBAYASHI Creation Center, a tour facility that conveys the appeal of the sauce. The production was conducted while carefully interviewing employees about their deep feelings toward the company's products.
The history area, which tells about the company's 120-year long history, was designed with the symbolic square bottle as the motif of interiors and the cartoon-style graphics as the operating load in mind, with content told by the bulldog himself, who is also the logo.
The displays area, which promotes the company's commitment to the source and the fact that it is made from nature's bounty, includes elements that allow visitors to learn independently, such as small hands-on fixtures and backgammon graphics that trace the process of the product from conception to manufacture.
In the factory tour area, in addition to videos and graphics showing the manufacturing process, the learning element is strengthened with graphics that convey manufacturing speed and safety and security, and is studded with elements that can be used for social studies tours.

Bull-Dog Sauce has previously manufactured its products at two locations, the Hatogaya Factory and the Tatebayashi Factory, but with the expansion of its main factory, it has been transformed into the "TATEBAYASHI Creation Center," which brings together all technical elements from research and development to manufacturing.
In line with this, we received a request to set up a factory tour facility as a base for spreading awareness of Bull-Dog Sauce and to create future fans of the brand.
While aiming to create special memories for all visitors and for those memories to lead to an attachment to the products, we were consulted about one of the challenges, which was to convey that the sauces, which many people think are "made of unknown ingredients," are actually made from the bounty of nature.

In considering how our brand interaction should be structured, we conducted multiple interviews with employees from a wide range of departments, including research, manufacturing, marketing, and sales. Based on these interviews, our project members, who are also consumers themselves, focused on the aspects they found most appealing, from concept development to planning.
During the design phase, we proceeded with the design while eliciting detailed requests such as "it can be enjoyed by parents and children," "it can be used for social studies field trips," and "we want to minimize the operational burden on the staff."
Furthermore, by assigning a specific role to each area—a history area that carefully deepens understanding of the brand, displays area that instantly changes one's impression of the sauce, and a factory tour area that conveys a sense of safety and security—we have created a facility that will make people "fall in love with Bulldog Sauce."

Thank you for the thoughtful touches you've incorporated throughout the compact facility. Thanks to the interactive elements on displays area walls, we're seeing wonderful smiles on our visitors' faces.