How could we regain work and rebuild community loss caused by the Great East Japan Earthquake?

Number of residences of temporary housing after the Great East Japan Earthquake (2012: situation of refugee evacuees / temporary housing)

The Great East Japan Earthquake that occurred on March 11, 2011 brought enormous damage mainly to the coastal areas of the Tohoku region. As its' name suggests, the Ishinomaki Oshika (deer) Peninsula, where many deers inhabit, is one of the areas suffering major damage from the tsunami. Not only homes and ships that residents lost due to flood damage, but also main businesses such as the fishing industry have been stagnant even after some time since the earthquake. While there are quite a few people living in temporary housing, the local community is also being lost. They were left with painful emotions of the earthquake, and it was hard to see the future with hopeless feelings in the disaster area.


We built a brand weaving stories of the Oshika peninsula.

After the earthquake, we met with general corporation "Tumugiya" who were working on product creations as a reconstruction support, to brand the product "OCICA"handmade accessories made by women living in fishing villages of Makihama on the Oshika Peninsula. Our aim was to revitalize the community of the residents, by creating daily work and conversations between people for women who found this more difficult. Within each job role, while receiving a small income, we aimed to regenerate the community among the residents, by carefully looking at various resources such as industries unique to the region, looking at the needs of the residents, to even legends and traditions of the region, in order to weave together the story of the brand.


DEERHORN DREAM CATCHER is an accessory made of deer horn, which is a unique material of the Oshika Peninsula, with an accessory made of fishing net repair thread. Deers are treated as a God beast at a shrine on the other side of the Oshika peninsula, and from the ancient times, deer horns have been regarded as an amulet of water and marine accidents. Meanwhile, dreamcatchers, an American Indian ornament, have an effect as a talisman to eat the devil. While drinking tea with colleagues at the meeting place of the Makihama village, which once used to be the shrine's premises, the accessory using the deer horn which is now a God beast and is now being disposed of as a vermin, an amulet of the ultimate irritation, and an amulet of marriage, aimed to shape the prayers for community revival.

DEERHORN DREAM CATCHER は、牡鹿半島ならではの素材である鹿角と、漁網の補修糸でつくられたアクセサリーです。牡鹿半島の対岸の島にある神社では鹿が神獣と扱われ、また、古来より鹿の角は水難・海難のお守りとされてきました。一方、アメリカインディアンの装飾品であるドリームキャッチャーには、悪魔を食べるお守りとしての効能があります。かつて神社の境内だった牧浜集落の集会所で仲間たちとお茶を飲みながら、神獣であり、現在は害獣として処分されている鹿の角を使ったアクセサリーを、究極の水難のお守り、縁結びのお守りとしてつくることで、コミュニティ再興への祈りを形にすることを目指しました。

As the second part of the OCICA project, DEER LEATHER PEN CASE produced in 2015, is a pen case using natural wild deer leather. Production is done by persons with disabilities in welfare service offices of Oshika and Ayukawahama, where each one is carefully sewn by hand. Its' shape is an envelope as a motif, which can used in a roll with a repair thread of a fishing port. It is designed to be used in two ways, fitting according to its capacity and usage purposes.

OCICAプロジェクトの第2弾として、2015年に製品デザインを行ったDEER LEATHER PEN CASEは、天然・野生の鹿革を用いたペンケースです。制作は、牡鹿半島・鮎川浜の障害者福祉サービス事業所の方々の仕事として行われており、一つひとつ丁寧に手仕事で縫製されています。封筒をモチーフにした形状ですが、漁港の補修糸でぐるぐると巻くロール形でも使用できる2WAY仕様で、容量や用途に合わせて使い分けることができます。

A project loved by many, to hope and pray together of restoration.

Around 1000 people from around the world visited the Oshika Peninsula to participate in workshops for making accessories as part of the disaster recovery support activities. With many reconstruction aid products disappearing from the market within five years after the earthquake, OCICA products continue to sell and are developed into projects loved by many who wish for Tohoku reconstruction. Starting with a small beach on the Oshika peninsula, a book was also published in which the story of the OCICA project, which has been advanced by the thought of many people.



2011 / 2016
Art Direction
NOSIGNER (Eisuke Tachikawa)
Product Design
NOSIGNER (Eisuke Tachikawa)
Graphic Design
NOSIGNER (Eisuke Tachikawa)
Project Direction
Lyie Nitta

NOSIGNER™ : social design for evolution.​​​​​​​

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