We were tasked with the rebranding and product development of  Inoue Seimen, a long-established Kanzaki somen noodle manufacturer founded in Saga in 1873.
Inoue Seimen was the first in the world to introduce mechanical noodle-making machines and has a history of protecting the nearby Niiyama Shrine as representatives of the shrine parishioners. It was also the first noodle-making company in Japan to achieve decarbonization through the “SAGA COLLECTIVE” initiative that we led. We formulated a brand strategy based on the company’s one-of-a-kind story and developed its product range in the form of a “Kami somen series,” while developing an identity featuring designs created using a spirograph to demonstrate the fact that the company was the pioneer of mechanical noodle-making. Our goal is to set the standard for how local industries can be friendly to both the environment and the local community, just like this company that makes noodles while working with the local shrine and nature.
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