In Nihonmatsu city, Fukushima prefecture, people have been making "attractive chrysanthemums" such as chrysanthemum doll and "multi-flowered chrysanthemums" that bloom hundreds or thousands of flowers from a single stem, but these were limited to exhibitions at competitions and autumn chrysanthemum displays. However, with the desire to have chrysanthemums used in a variety of scenes and spaces in a way that suits the modern era, in 2016, the "Chrysanthemum Town Nihonmatsu Branding Project" was launched with the aim of improving the appeal of Nihonmatsu's chrysanthemums. In 2017, the second year of the project, our company, which was founded in the Meiji era when chrysanthemum doll exhibitions were expanded nationwide to attract customers, was asked to carry out branding work. Together with Nihonmatsu city, we have helped to increase the new value of Nihonmatsu's traditional chrysanthemum making and evolve "Chrysanthemum Town Nihonmatsu" into a brand that will be promoted to Japan and the world. ◆Project website *You will be redirected to an external website. If you would like to do so, please click on the URL below. http://senrinzaki.jp/ *Please note ・The linked website is not a NOMURA, Ltd. website and is not under the control of our company.・The website addresses listed in this notice are those at the time of this page's creation. Website addresses may be abolished or changed. Please check the latest address yourself. ・For the linked website, please check with the linked organization. [Customer's Issues/Requests] We would like to brand and develop a new business for chrysanthemum cultivation in Nihonmatsu City, where advanced horticultural chrysanthemum cultivation techniques such as chrysanthemum doll and Senrinzaki remain, and make it a symbol of multi-generational exchange and town development. In addition, by branding Nihonmatsu City's chrysanthemums, we would like to see new businesses and new fields for chrysanthemum-related second products (souvenirs, chrysanthemum goods, etc.), and increase employment in the service industry, mainly the tourism industry, by increasing the number of visitors who come to see the chrysanthemums. [Solution] ・Marketing and market research for the flower and display industries, sorting out issues in product supply, and formulating a sales strategy ・Formulating a brand concept ・Formulating a brand logo and color ・Creating a product catalog to promote Nihonmatsu chrysanthemums such as "Senrinzaki," "Hyakutarin," and "Kengai" ・Creating a LP dedicated to the project ・Formulating a promotion strategy ・Creating a promotional movie (Japanese and English) ・Supporting and producing event exhibits ・Holding branding and product development seminars for city businesses ・Supporting product development [Customer feedback] We received many suggestions for new ways to showcase the traditional "Nihonmatsu chrysanthemum" production, such as creating promotional tools to further bring out its appeal and exhibiting at art events that we had never thought of before, and we were able to confirm the potential of "Nihonmatsu chrysanthemum". Through this project, many people both in Japan and overseas became aware of "Senrinzaki," and we were able to expand overseas for the first time. They not only helped with promotion and displays, but also helped with a wide range of support, including developing related products with local businesses and providing advice on chrysanthemum doll Exhibition, which helped to create enthusiasm among local residents. <Our project members> [Sales and project management] Hiroshi Yokota [Planning and direction] Yuki Shimokuni [design, layout] Tomoki Fukano, Yuri Nakagawa [PR] Kore Fukazawa [Production and construction (at DESIGNART TOKYO 2017/2018)] Takeshi Shimada [Collaboration at DESIGNART TOKYO 2018] Keiko Uchiyama (NOMLAB) ・NOMLAB DESIGNART2018 exhibit "Senrinzaki" Chrysanthemum MR http://www.nomlab.jp/jp/projects/detail/15 ・Release information https://www.nomurakougei.co.jp/uploads/news/attachments/1/a7a75355626e63682aa71e0b4fb11fc91cfaa652524366dc8f100e9f068d9f55.pdf