Achievements

TATEBAYASHI Creation Center Tatebayashi Factory

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overview

The Bulldog Sauce Tatebayashi Factory has been reborn as the TATEBAYASHI Creation Center, and a tour facility has been opened to convey the appeal of the sauce. The production was carried out after carefully listening to the employees' deep feelings about their products.
The history area, which tells the story of the bar's 120-year history, has the iconic square bottle as interiors motif, and the bulldog, which also serves as the bar's logo, talks about the bar's manga-style graphics. The area has been designed with operational burdens in mind.
displays area, which highlights the company's commitment to its sauces and its products made from the bounty of nature, included elements that enabled visitors to learn independently, such as small hands-on fixtures and a graphic sugoroku game that traced the process from product conception to manufacturing.
The factory tour area is filled with images and videos that explain the manufacturing process, as well as graphics that convey manufacturing speed and safety, enhancing the educational element, and is sprinkled with elements that can be used for social studies field trips.

Issues/requests

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.

solution

In considering what the points of contact with the brand should be, we conducted multiple interviews with employees from a wide range of departments, including research, manufacturing, marketing, and sales, with their cooperation. Based on that, we created the concept and carried out the planning work, focusing on the areas that our project members, who are also consumers, perceived as having strong appeal.
During the design stage, we drew out detailed requests from the client, such as "It can be enjoyed by parents and children together," "It can also be used for field trips," and "We want to minimize the operational burden on the person in charge," and proceeded with the design.
On top of that, by giving each area a specific role - a history area that carefully deepens understanding of the brand, an displays area that changes your impression of the sauce at a glance, and a factory tour area that gives a sense of safety and security - we have created a facility that will make people "fall in love with Bull-Dog Sauce."

Customer's voice

Thank you for putting in so much effort into making this such a compact facility. The creative ideas on the walls of displays area have brought smiles to the faces of our customers.

project member
Sales and project management
Hitomi Ariga
concept design
CIC:上田 薫、谷 清鳳
plan
Kohei Hirota
Production
Kouki Ogasawara
Basic information
open

2024

location

Gunma Prefecture

client

Bulldog Sauce Co., Ltd.

solution

Planning and basic concept, design, layout, sign and graphic concept design, exhibit execution, interior execution, building execution

The contents of the publication are the information at the time of facility opening. Please see the facility website for the latest information.

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