Revitalizing Kii Peninsula: A Comprehensive Branding by Kii Company

In a bid to breathe new life into the beautiful Kii Peninsula, the Kii Company is undergoing an extensive branding rejuvenation, aided by the innovative team at 8 Branding Design. This initiative seeks to enhance the region's appeal as a prime tourist destination while establishing Kii Company as the cornerstone of its community and environment.

The Background of Kii Company's Branding Journey

Initially part of a group company's legacy in Saitama, the Kii Company, formerly known as Tabi Suru Onsen Dojo, has decided to elevate its identity and presence within the Kii Peninsula region, encompassing Mie, Nara, and Wakayama Prefectures. While benefiting from the credibility of its parent company, the challenge lay in shaking off the strong perception of being merely a Saitama-based company. Thus, a new branding initiative was essential to reinforce its identity as a company dedicated to elevating the Kii Peninsula.

8 Branding Design has played an integral role in the rebranding efforts, having been partnered with the ONDO Holdings group since 2000, which includes various business units such as the Sports team, Saitama Musashi Heat Bears. The collaboration continues to thrive as it evolves, propelling forward the company’s branding strategies even after the major branding announcement in 2023.

Branding Overview

Naming Strategy

The branding project birthed a name that resonates perfectly with its geographic roots—Kii, symbolizing the Kii Peninsula, combined with Company, succinctly defines Kii Company as the local champion of the peninsula. This strategic naming emphasizes a commitment to the region and its culture.

Concept and Statement

The core brand concept, “Kii wo Atsuku, Hito wo Atsuku” (meaning “Igniting Kii, Igniting People”), succinctly captures the essence of Kii Company's mission. It expresses a pledge to nurture and cultivate local businesses while drawing people towards the warmth and charm of Kii Peninsula's offerings. To clarify this mission for stakeholders, the team crafted an engaging brand statement that encapsulates their vision.

Design Elements

Logo Design

The logo stands as a vivid representation of the Kii Peninsula, featuring three horizontal gray lines symbolizing the regions of Mie, Nara, and Wakayama. These counties are interconnected by a bold vertical orange line representing the Kii Company itself. Additionally, the logomark creatively interlaces the katakana characters for “Kii,” signifying the company's dynamic role in energizing and fostering unity across the entire peninsula.

Communication Design

The brand website has been crafted around these design elements, using borders that echo the logo's aesthetics. It beautifully conveys the core concept of “Kii wo Atsuku, Hito wo Atsuku” and the passionate environment Kii Company aims to foster, providing an immersive brand experience. Alongside the website, other communication materials such as business cards, envelopes, stickers, and presentation templates have been meticulously designed to maintain branding consistency.

Visit the brand website to dive deeper into Kii Company’s mission: Kii Company Website.

About 8 Branding Design

Founded by Akihiro Nishizawa in 1976 in Shiga Prefecture, 8 Branding Design operates under the guiding philosophy of revitalizing Japan through branding design. The design house specializes in diverse fields, including brand development, product evolution, and store design. Its comprehensive approach encompasses everything from research and planning to concept initiation, leading to successful branding strategies. Notable works include collaborations with renowned brands like COEDO Craft Beer, Nana's Green Tea, and Yuskin skincare. The firm boasts numerous accolades, having received over 100 awards at both domestic and international levels, including a Gold Prize from the Good Design Award. Nishizawa has also featured in major programs such as “Nikkei Special: Cambrian Palace.”

With a vision that blends reverence for local culture and innovative design, 8 Branding Design is determined to continue its mission of invigorating branding design across various sectors and communities.