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July 26, 2019

NOSIGNER (Eisuke Tachikawa)

Why : To revive a deserted museum and create a new industry within the area.

Uozu City, Toyama Prefecture. In a small city 2.5 hours from Tokyo, with a population of about 40,000 people, an 18-minute walk from the station and you will find that the Uozu Buried Forest Museum is quietly built. You may not have heard of the name “Buried Forest” before. It is an unusual form where trees become fossils in the sand, and is designated as a natural treasure in Japan. Although this minor themed museum has been open for 64 years, it has hardly been visited. We questioned how we could revitalize the future in Uozu, through a project to renovate the entrance of the museum.

How:
We returned to the history of fruit cakes to create a cake brand, that best expressed the essence of fruits.

In Uozu, there originally was a cake shop loved by the area, called Lindenbaum. In Toyama prefecture where Uozu is located, is a place known for its fruit cultivation. We therefore decided to open a store together at the entrance to create a cafe & cake shop that would attract attention from the metropolitan area. We thought of a cake that thoroughly represented the fruit, where we realized that the best design for this was for it to “look exactly like the fruit”, where the KININAL brand was born.
KININAL is a new cake brand that faithfully provides the exact shape of fruits, and also nuts. A cake that looks exactly like a kiwi. A cake that looks exactly like a fig, to a cake that looks exactly like a peach. While feeling as if eating the whole fruit, it fuses the the fruit and delicious cream hidden inside, completes the fullness of the cake. The fresh juices are also eco-friendly, where you can drink from the fruit as it is, where the skin of grapefruits and oranges are used. We do our best to be loyal to what will become trees. (In Japanese, KININAL has both a definition of something that becomes a tree, that is, a fruit, and also something that we find interest in.)

Designer : NOSIGNER (Eisuke Tachikawa)

Locality : Yokohama, Japan

Project : KININAL

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