HAKO to TATE

A new souvenir shop, Hako to Tate was opened in Hakodate airport. In order to find out the essence and the root of the cause and improve its sales, we needed to make people to think “I’d like to go on a trip to Hakodate” and increase the number of the airport users. Therefore, our project has begun to create the opportunity for tourists to encounter the local culture of Hakodate by selling souvenirs so that we can make more and more people know the attraction of Hakodate.

In the end of Edo period, Hakodate opened its gate as one of the popular international port towns in Japan. There are a lot of unique historic buildings blending of Japanese and Western styles in the west area of Hakodate. Besides, Hakodate is famous for its beautiful night scape and the cloisters, and we found that they often have their “pair” words. For instance, the night views from Hakodate Mountain are called “Omote-Yakei (frontal night view)” and “Ura-Yakei (back night view)” as a pair. Moreover, there are both female-only and male-only cloisters called “Trappistine (convent)” and “Trappist (monastery)” in Hakodate. Furthermore, it is said that “Hakodate” of Hakodate Mountain was named from the word “Hako (a steep cliff)” and “Tate (a high hill)” as a pair although there are various theories. From these points, we opened a concept shop “HAKO to TATE” produced by Nakagawa Masashichi Shoten to introduce people the charms of Hakodate as a “pair”. We were in charge of the image solution and the web branding of HAKO to TATE project.

We realized to make a place where you can encounter special souvenirs that you can never get from other cities. In the shop, they offer some original items made with a joint development with a local company to make people feel familiar with local products in South area of Hokkaido. HAKO to TATE succeeded to be one of the model cases of regional branding project.