By what method could we revitalize small town "Aio", showing it had established shrimp farming techniques used worldwide today.

Aio town, Yamaguchi City. It is not well known that this town whose name is hard to read even by Japanese is the place where the shrimp farming method was originally established, including the world famous Black Tiger Shrimp, was adopted into the world. In this town, although high-class prawn aquaculture quietly continues, the local industry has declined, with a share taken by other late-growing localities and imported prawns in other countries.
We received consultation from Yamaguchi City in 2016, where we began consulting of local activities. We decided to act on local revitalization by using prawn aquaculture as an opening.



We established a high quality prawn brand to help revitalize the region.

Even though nearly 100 years have passed since the birth of prawn aquaculture, there were no such shrimp cooperative associations. However, the conference was launched in 2016 at just the right time, and a system for aquaculture companies to collaborate was established for the first time. Tachikawa was on stage as a guest for the first meeting, where two years later we collaborated with Yamaguchi City to design a place for dialogue with shrimp dealers, and work on establishing the aquaculture brand “Aioebi", while organizing regional issues of this location.

1. Have name of the city remembered by the brand name “Aioebi”
2. Create a regional industry as a brand of cultured prawns
3. Develop local gourmets where local inns and shops can easily participate.
4. Revive weak summer shrimp farmings and create local industries.
5. Aim for certification authentication of sustainable aquaculture.
6. Not only be known as the birthplace of aquaculture technology, but also uncover from the history the possibility of being the origin of farming.
7. Efforts will be made to revive natural shrimp, including the revetment environment.
8. Sponsor prawns as lunch for local children.

The eight items above are proposed as a strategy, where each project is underway while becoming a working group, under the facilitation of Tachikawa.





Under such circumstances, the basic branding tools such as packages of live prawns for gifts, POP, carps, leaflets, etc. was completed. Until now each aquaculture company used a separate box, but in order to make use of the scale merit, we proposed a box common to the industry, designed to be compatible with various types of occasions, simply by changing the sleeve. The package is packed full of live prawns. To keep them alive, sawdust is placed within the box as one of its’ characteristics. Illustrations of the package express the glamorousness of Japanese packaging.


The brand is established as "Aioebi", bringing exposure to the region, increasing loyal customers.

2018. Two years have passed in parallel with the regional change and success, and recognition as a regional brand has gradually been recognized, where fortunately we hear repeaters have increased.It is now enjoyed by people all over the country as a popular “Furusato nozei”, which is a tax reduction process for tax payers who decide to donate to local municipalities in Japan.
Possibilities have arisen for the summer shrimp aquaculture from the forum of the council, and trial productions of local gourmets have started. In addition, the "Ebi Harvest World Championship", which was a regional festival, will now be renamed "Aioebi Harvest World Championship”, which opens opportunities to disseminate "Aio Ebi" from within Japan to abroad. To change a region is hard work, and while we feel it is still a long way to establish a well-known brand, it is obvious that the people in the area are gradually seeing a brighter future.



Art Direction
NOSIGNER (Eisuke Tachikawa)
Graphic Design
NOSIGNER (Eisuke Tachikawa, Ryota Mizusako)
NOSIGNER (Ryota Mizusako)
Tsuyoshi Miyamoto

NOSIGNER™ : social design for evolution.

Check out more of our work on:​​​​​​​

Thank you for watching!
Back to Top