KAMAKURA
SNOW FESTIVAL
YOKOTE Japan X TAIPEI Taiwan
Client :
Promoting the sake of Yokote’s breweries and enhancing the link with Kamakura Festival
Duration
Team
2 Months
2020
Yung-Hsuan Lin
Rubi Liu
My Primary Role
Primary Research
Sake Label Design
Being Participant
Tool
Illustrator, Photos
Zoom
Brief
How might we raise publicity for the Kamakura festival and 5 local breweries out of Japan?
Promote the sake of Yokote’s breweries with new label design and strengthen links with Kamakura Festival, connecting Taiwanese to know and successfully to be recognized around the world
Solution Overview
Five Breweries :
Local Residents :
Local Council :
Taiwanese :
Help strengthen breweries’ brand image
links with the Kamakura Festival
Raise publicity of Kamakura Festival and
breweries
Online Kamakura Festival &
Promoting Yokote’s Sake
ABOUT
Background
Yokote is a city in Akita, Japan, famous for traditional
Kamakura Festival. It is also known for sake and rich
natural resources.
Responding to COVID-19, the Yokote City Tourist Association in Japan worked with five local breweries to hold a cross-regional Yokote Kamakura Snow Festival online for the first time, promoting the sake of local breweries to be recognized in Taiwan and around the world
STARTING POINT
PROJECT
MY ROLE
Liaison with represents of local breweries and Yokote City Tourist Association
Live event process design Design of 5 sake labels
5 breweries have been rated as excellent in Japan's sake competition. However, most of the tourists who go to Yokote are for the Kamakura Festival. They may not know the breweries and purchase their sake even if it has high quality.
From the first and second hand research---->
Pain Points & Insights
We discover that ...
We learn that...
Although the sake of these breweries has absolute quality assurance and domestic recognition, the international
reputation of these sake brands are still low.
So, We hope to promote the marketing through Kamakura Festival for promoting Yokote’s sake industry and enhancing
their brand awareness
Persona
What have we learned from the research?
HOW MIGHT WE
Provide an easy way for people to know the breweries and connect with
Kamakura Festival and other Yokote’s feature
How our design works?
Our Mission
• Create an opportunity for Taiwanese to accept new ideas, frustration, and cognitions through experience sake, thereby promoting their awareness of Yokote.
• Application and Connection: helping to raise awareness of Yokote and breweries.
Design for 5 breweries
We draw the sake labels based on the 5 elements of Yokote’s resources, which are consistent with its corresponding brewery’s spirit, trying to trigger people's interest in Yokote's culture and natural resources.
Prototype & Test
Prototyping solutions with target users
Ensuring simplicity & featuring. Emphasis on a "sense of nature", and transmitting traditional image.
Group meeting with represents of 5 breweries and Yokote’s council
Service Outcome
Based on the needs of customers, the event should introduce the Festival and sake to the guests through interesting sessions, encouraging them to drink and know Yokote's culture.
Feedback & Learnings
According to the feedback, we believe we did a good job. The sake sold out immediately and became the bestselling sake on a famous Japanese website.
Promotion in Taiwan is not strong enough Press conferences were held in Japan which limits the promotion of the event in Taiwan.
