PROJECT
Gonar Akikawa
Na sake yin alamar kamfanin abinci na noman halitta. Na sake gina dabarun sadarwa game da amincin abinci, wanda ya ninka farashin hannun jari fiye da sau biyu a cikin watanni shida bayan sanarwa.
HOW
Alamar gonar halitta
wanda ke bayyana
amincin samfurinsa a fili.
Akikawa Farm, wanda yake a Yamaguchi Prefecture, yana daya daga cikin manyan gonakin halitta a Japan. Tun lokacin da Fusataro Akikawa ya kafa gonarsa ta manufa a Dalian, China, a shekarar 1927, sun ci gaba da bin burinsu na samar da abinci mai aminci da dogara. A yau suna ba da shago guda daya don samarwa, sarrafawa, da isar da kaza, qwai, madara, da kayan lambu. An ba mu aikin sake yin alamar Akikawa Farm, don hada falsafar kamfani da ayyukansa da abokan cinikin yau. Wannan alamar kuma tana da nufin kiyaye ainihin hotonsu na makiyaya.
Abin da ya bambanta kamfanin shi ne cewa ya gina tsarin sake amfani da abinci wanda yake da kyau ga mutane da duniya. Don nuna hakan, mun kirkiro taken magana mai sauki sosai: "Girma, Samarwa, Ci".
"Abin da ke shiga bakinka bai kamata ya zama kuskure ba." Waɗannan kalmomi ne na Mista Fusataro Akikawa, wanda ya kafa Akikawa Farm kuma kamfanin ya kasance mai bin waɗannan kalmomi tun kafuwarsa.
Don gabatar da wannan falsafar a cikin ƙirar marufi na samfuran da aka sarrafa, mun sanya bayanan abun ciki, wanda yawanci ake sawa a bayan samfurin, ya bayyana a gaban marufi a matsayin babban ɓangaren ƙira. Ƙirar ta bayyana a fili cewa ba a amfani da ƙarin abinci ko wasu "ƙari" ba.
Tsaunukan "Boutaro Green" da ke ƙasan rabin marufi da lakabin an yi su kamar allo, kuma furucin "cika-gurbi" da ke kan allon tunawa ce da jajircewa na kamfanin. Bangon fari kuma an tsara shi don tunatar da littafi ko littafin tunani, don samar da hanyar jin daɗin koyan zaɓar amintattun samfuran abinci.
VOICE
Akikawa Bokuen yana cikin yankin karkara na birnin Yamaguchi kuma ya dade yana himma wajen bin manufa mai kyau a fannin abinci da aikin gona. Yayin da kamfanin ya kasance yana daraja gina hulda kai tsaye da masu saye, ya kuma fara fuskantar mataki na gaba: yin alama. Tambayar ita ce, ta yaya za mu iya bayyana hanyar musamman da Akikawa Bokuen ya ke bi? Wannan wayewar ita ce ta kai ga haduwarmu da Mista Tachikawa.
Da farko, mun yi tunanin gyara kawai marufi na samfuranmu da ba su daidaita ba. Amma Mista Tachikawa ya ba da shawara, "Idan za mu yi haka, bari mu fara da sake tunanin alamar kamfanin." Mun yanke shawarar bin shawarar sa. Kullum mai gaskiya da sauri a hanyarsa, Mista Tachikawa ya sha ra'ayoyinmu - masu jahilci a fannin zane - duk lokacin da suke da amfani. Da zarar jigon Akikawa Bokuen ya samu siffar da ake gani, da gaske mun ji cewa yin alamarmu ya fara gudana daga can.
AKIKAWA FOODS & FARMS CO.,LTD.
Tadashi Akikawa
A cikin ƙirar asali, an saita sabon launi na alamar kasuwanci, "Boutaro Green", a matsayin sabon launi na alamar kasuwanci wanda ke tunatar da kyakkyawan gargajiya na noma da zuriyar farko na dangin Boutaro suka yi fata da shi. Bugu da ƙari, saboda kamfanin ya ƙudurta wajen ƙirƙirar tsarin noma na sake amfani da abubuwa a yankin, mun ƙirƙira alamar da ke nuna siffar tsaunukan da ke Jihar Yamaguchi. Tabo-tabon shanu, wanda aka gada daga alamar da ta rigaya ta kasance, an yi shi ya dace da siffar taswirar Yamaguchi da wani yanki na Jihar Fukuoka, inda gonakin ƙungiyar kamfanin suke. Wannan yana nuna niyyar kamfanin ta ƙarfafa dangantakarsa da yankin da kuma samun girman kai na al'ummarsa.
Don kowannen tattare-tattaren kaya, sai dai abincin daskararre, mun yi amfani da zanen tsaunukan don daidaituwa. Saboda wannan, tsaunukan suna kama suna jere lokacin da kayayyakin ke kusa da juna a kan tukunan sayarwa, wanda yake barin tasiri mai karfi a idanun masu saye.
Har ila yau, lokacin da muke ba da sunayen kayayyakin, mun tabbatar da haɗa kwafin "sadaukarwa" na kowane kaya. Sunayen kayayyaki kamar "Madara da Yogurt da aka Renon da Kulawa" da "Kwai na Gaskiya" sun haɗa jin daɗi yayin da suke isar da falsafar alamar.
A kan akwatin katun, mun zana hoton Akikawa Farm, wanda ya haɗu a dukkan bangarorin huɗu. Zanen ya tafi daga ranch zuwa teburin cin abinci, yana ɗaukar taken "Kiwo, Yin, Ci".
Bugu da ƙari, an buga infographic a kan murfi na ciki don sauƙaƙe fahimtar tsari. Lokacin buɗe akwatin katun, ana iya fahimtar falsafar Akigawa Farm da sauri.
WHY
Abinci mai dorewa
don gaba.
Daga tsohuwar al'ummar mafarauta-masu tara abinci zuwa al'ummar noma, mu 'yan adam mun kasance muna iya samar da abincinmu da kanmu. Da tashin tattalin arzikin kasuwa mai 'yanci, duk da haka, mutane sun fara dogara ga masana'antu don samar da abinci kamar kayan lambu, nama, da kifi. Daga nan, inganci da daidaitawa na masana'antun abinci na farko sun kara sauri don amfanin hankali. Samar da yawan iri guda na kayan lambu da wuce gona da iri na amfani da albarkatun kifaye sun sa ya zama da wahala ga jinsunan rayuwa su kiyaye dangantakarsu ta rayuwa tare da juna. Tattaunawa da dama ma suna gudana game da mummunan tasirin magungunan kashe kwari da amfuwa da aka gyara kwayoyin halitta akan lafiyarmu. Duniyarmu a yanzu tana fuskantar barazana da yawa na tsarin muhallinta mai rauni,
A cikin wannan yaduwar rashin kwanciyar hankali game da masana'antar abinci, samfuran sake amfani na gida masu karancin tasiri akan muhalli suna zama larura. Za su taimaka wajen tabbatar da abinci mai dorewa a nan gaba da tallafawa kasuwancin da ke fuskantar kalubalen samar da abinci mai aminci.
Canje-canje a amfani da maganin kashe qwari a manyan kasashe
Lokacin da kake zabar abinci, wadanne abubuwa kake ba su fifiko?
Daga tsohuwar al'ummar mafarauta-masu tattara abinci zuwa al'ummar noma, mu 'yan adam mun kasance muna iya samun abincinmu da kanmu. Duk da haka, tare da tashin tattalin arzikin kasuwa mai 'yanci, mutane sun fara dogara da masana'antu don samar da abinci kamar kayan lambu, nama, da kifi. Daga nan, inganci da daidaitawa na masana'antun abinci na farko sun kara sauri don amfanin hankali. Samar da yawan nau'in kayan lambu guda daya da kuma yawan amfani da albarkatun kamun kifi sun sa ya zama da wahala ga nau'ikan halittu su kiyaye dangantakarsu ta hadin gwiwa da juna. Haka kuma ana ci gaba da yin tattaunawa masu yawa game da mummunan tasirin magungunan kashe qwari da kayan lambu da aka canza halittarsu akan lafiyarmu. Duniyarmu a yanzu tana fuskantar barazana da yawa na muhalli mai rauni,
A cikin wannan yaduwar rashin kwanciyar hankali game da masana'antar abinci, samfuran sake amfani na gida masu karancin tasiri akan muhalli sun zama larura. Za su taimaka wajen tabbatar da abinci mai dorewa a nan gaba da kuma tallafa wa kasuwancin da ke daukar kalubalen samar da abinci mai aminci.
WILL
Wani Yunƙuri na Japan
don tsara makomar abinci.
Zane-zanen da muka kirkira suna fara bayyana a cikin marufi na samfuranmu. Sakamakon haka, sake yin alamar kamfani ya taimaka wajen inganta aikin kamfani ta hanyar fadada hanyoyin tallace-tallace, musamman ga shagunan kayan halitta a Tokyo, kuma farashin hannun jari ya ninka sama da ninki biyu a cikin watanni shida bayan sanar da sake yin alamar kamfani. Kokarin Akikawa Farm na sake haduwa da amintataccen falsafar abinci tare da masu saye masu wayewa na yau ya fara ne kawai. Ina fatan za a gane Akikawa Farm a cikin gida da kuma a duniya a matsayin kamfanin da ke wakiltar amincin abinci, kuma ƙungiyar don samar da makomar abinci mai dorewa za ta yaduwa daga Yamaguchi zuwa duniya.
INFORMATION
- What
- AKIKAWA FARM
- When
- 2020
- Where
- Yamaguchi, Japan
- Client
- Scope
- Re-branding / Logo / Packaging / Illustration / Photograph (社内リリース素材使用のみ) / Product Naming / Tagline / Promotion Strategy Support / CI Guideline
- Award
- German Design Award: Gold (2021)
- SDGs
CREDIT
- Art Direction
- NOSIGNER (Eisuke Tachikawa)
- Graphic & Packaging Design
- NOSIGNER (Eisuke Tachikawa, Ryota MIzusako, Ayano Kosaka)
- Photograph
- CCDN (Yuichi Hisatsugu)
- Brand Image Photograph
- Lisa Kashitani
- Video Producer
- LOCUS
