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 activities were limited to exhibitions at chrysanthemum shows 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, they requested branding services from our company, whose founding was partly inspired by the large-scale expansion of chrysanthemum doll doll exhibitions nationwide during the Meiji era, which became a major draw for visitors. Together with Nihonmatsu City, we helped to enhance the new value of Nihonmatsu's traditional chrysanthemum cultivation and evolve "Nihonmatsu Chrysanthemum Town" into a brand that can be promoted throughout Japan and the world. ◆Project Website *You will be redirected to an external website. Please click the URL below if you wish to proceed. http://senrinzaki.jp/ *Please note: ・The linked website is not the website of NOMURA Co.,Ltd. and is not under our control. ・The website address listed in this notice is current as of the time this page was created. Website addresses may be discontinued or changed. Please check the latest address yourself. ・For information regarding the linked website, please contact the organization or group that provides the link. [Customer's Challenges/Requests] We want to brand and develop a new business around the chrysanthemum cultivation in Nihonmatsu City, where advanced horticultural chrysanthemum cultivation techniques such as chrysanthemum doll dolls and Senrinzaki remain, and make it a symbol of intergenerational exchange and community development. Furthermore, by branding Nihonmatsu City's chrysanthemums, we hope to create new businesses and new fields for second-hand chrysanthemum products (souvenirs, chrysanthemum goods, etc.), and increase employment in the tourism industry and other service industries by increasing the number of visitors who come to see the chrysanthemums. [Solution] - Marketing and market research for the floriculture and display industries, identification of challenges in product supply, and development of sales strategies - Development of brand concept - Development of brand logo and colors - Production of a product catalog to promote Nihonmatsu chrysanthemums such as "Senrinzaki," "Hyakutarin," and "Kengai" - Production of a project-specific landing page - Development of a promotion strategy - Production of a promotional video (Japanese and English) - Support and production of event participation - Holding of branding and product development seminars for local businesses - Product development support [Customer Feedback] We received many suggestions for new ways to showcase the traditional Nihonmatsu chrysanthemums, such as the creation of promotional tools that further bring out their appeal, and participation in art events that we had never considered before, allowing us to confirm the potential of Nihonmatsu chrysanthemums. Through this project, we were able to introduce "Senrinzaki" to many people both domestically and internationally, and we were able to achieve 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] Korei Fukazawa [Production/ construction (for DESIGNART TOKYO 2017/2018 exhibition)] Takeshi Shimada [Collaboration for DESIGNART TOKYO 2018 exhibition] Keiko Uchiyama (NOMLAB) ・NOMLAB DESIGNART 2018 exhibited work "Senrinzaki" Chrysanthemum MR http://www.nomlab.jp/jp/projects/detail/15 ・Release Information https://www.nomurakougei.co.jp/uploads/news/attachments/1/a7a75355626e63682aa71e0b4fb11fc91cfaa652524366dc8f100e9f068d9f55.pdf