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Nikkei Design

January 2008

Cover Story

Designing Souvenirs and Gift Items

 

SPECIAL FEATURE 1

What Makes a Favorite Local Brand?

 

The improvement in transport infrastructure has come apace with an upgrading of travel and distribution. Taking advantage of these benefits, people’s travels and trips have seen a shift towards greater speed, pleasure and also towards the higher end. The movement and distribution of goods has of course been getting faster, but has also been increasing in volume and getting more complicated, blanketing all of Japan like a vast net. As local brands catch people’s eyes and become popular, they are either just available in department store shops nationwide, or through mail order or special order catalogs.

 

On the other hand, the general news pages of newspapers have been making a big fuss about long-established brands losing customers’ trust. This wave of change between old and new is also pouring over the local brand market. If they don’t let this opportunity slip by, building up new value and establishing popular brands, there will also be major opportunities for new entrants. It hardly needs to be said that a vital element to this type of operation is power of design. From Hokkaido to Okinawa, new brands that harness industry, customs and history, are coming into the world. These new brands that are drawing on design for packaging, advertising, and communications are starting to be a real presence in the market as souvenirs or gift items. How does one add a “local color” element to the design? We will look at this closely in the coming pages.

(Kazuya Shimokawa, Ikuno Ito, Hiroshi Maruo)

 

Part 1 - Coming from the Regions

 

Katayama Farm & Terashima Farm - Hokkaido

 

Tomomasu Drink - Saga

 

Shimagome - Okinawa

 

Confectionery brands - Kobe

 

Ama no Shio (Salt) - Tottori

 

Mikawa Bushi - Aichi

 

Part 2 - Coming from Tokyo

 

GranSta (Tokyo Station City)

 

Tokyo Daimaru (Department store)

 

Tokyo Goma Tamago (Cake)

 

Part 3 - Revival and Regeneration

 

Shiroi Koibito (Cookies) - Hokkaido

 

Fukunishiki (Sake) - Nada

 

Morikuni Shuzo (Brewing) - Shodoshima Island

 

SPECIAL FEATURE 2

 

Mobile phone design that appeals to niche sensibilities

 

Telling a Story without Being Asked: Akiko Takehara

Throw away your car and use a bicycle

 

Design Marketing

Focusing on Japanese style today by generation, gender, and earning power

Working women in their late 30s earning more than 4.0 million per annum in individual income 

 

 

Nikkei Design

January 2008

Cover Story

Designing Souvenirs and Gift Items

 

SPECIAL FEATURE 1

What Makes a Favorite Local Brand?

 

The improvement in transport infrastructure has come apace with an upgrading of travel and distribution. Taking advantage of these benefits, people’s travels and trips have seen a shift towards greater speed, pleasure and also towards the higher end. The movement and distribution of goods has of course been getting faster, but has also been increasing in volume and getting more complicated, blanketing all of Japan like a vast net. As local brands catch people’s eyes and become popular, they are either just available in department store shops nationwide, or through mail order or special order catalogs.

 

On the other hand, the general news pages of newspapers have been making a big fuss about long-established brands losing customers’ trust. This wave of change between old and new is also pouring over the local brand market. If they don’t let this opportunity slip by, building up new value and establishing popular brands, there will also be major opportunities for new entrants. It hardly needs to be said that a vital element to this type of operation is power of design. From Hokkaido to Okinawa, new brands that harness industry, customs and history, are coming into the world. These new brands that are drawing on design for packaging, advertising, and communications are starting to be a real presence in the market as souvenirs or gift items. How does one add a “local color” element to the design? We will look at this closely in the coming pages.

(Kazuya Shimokawa, Ikuno Ito, Hiroshi Maruo)

 

Part 1 - Coming from the Regions

 

Katayama Farm & Terashima Farm - Hokkaido

 

Tomomasu Drink - Saga

 

Shimagome - Okinawa

 

Confectionery brands - Kobe

 

Ama no Shio (Salt) - Tottori

 

Mikawa Bushi - Aichi

 

Part 2 - Coming from Tokyo

 

GranSta (Tokyo Station City)

 

Tokyo Daimaru (Department store)

 

Tokyo Goma Tamago (Cake)

 

Part 3 - Revival and Regeneration

 

Shiroi Koibito (Cookies) - Hokkaido

 

Fukunishiki (Sake) - Nada

 

Morikuni Shuzo (Brewing) - Shodoshima Island

 

SPECIAL FEATURE 2

 

Mobile phone design that appeals to niche sensibilities

 

Telling a Story without Being Asked: Akiko Takehara

Throw away your car and use a bicycle

 

Design Marketing

Focusing on Japanese style today by generation, gender, and earning power

Working women in their late 30s earning more than 4.0 million per annum in individual income