Yonesaki Apple
Design Proposal

Gook & Jeff

Apple Farms
Part 2

Gook & Jeff

Door To Asia 2017

BACKGROUND

Like stated before, the lack of human resources(farmers) was one of the causes for Yonesaki Apple’s
current situation.
Besides the aging population, the general perception
about the farming life also play a major role here, forexample: farming is dirty, pays little and it’s a very very
hard work.
These perception, while not entirely wrong, paints a
different picture then what we saw during our time with
LAMP and Aino Orchards family. That is why we decided
to show the other side of farming’s life, the one weexperienced and the LAMP family believes in.

BACKGROUND

Aging population + Perception of farming life = LACK OF HUMAN RESOURCE

Rebranding of Farming Life

BACKGROUND

We questioned everyone we met, what they want andhow they view Yonesaki Apples. Here’s some we think isworth sharing:- Tsukasa -san- Kanta-kun		- Koharu-chan- Grandmother- Grandfather		- Masumi-san- Takashi-san: Yonesaki apple is Family: Yonesaki apple is delicious.
: Yonesaki apple is love
: Yonesaki apple is important: Yonesaki apple is Life
: Yonesaki apple is “Megumi”: Yonesaki apple is “Nakama”

Fun fact for non-japanese: in anime/manga, There’s a difference between
friend (Tomodachi - 友達) and Comrades (Nakama-仲間). For nakama, you
don’t necessarily like each other or want to hand out with each other. The
friendship that binds them comes from having common goals vand values
rather than enjoying each other’s company. (Anime Yume)

NARRATIVE

They want to connect Yonesaki Apples to futuregeneration, they want more people to experience
the fun of Apple farming, and ultimately they want
a nakama they could call their own.

BACKGROUND

The rebranding process will be divided
into two (2) target audiences :1. The future generations (5-15 Y.O.)
2. The current generations (15-40 Y.O.)

Narrative

CONNECT YONESAKI APPLE TO
FUTURE GENERATIONNARRATIVE

During our stay, Ayumi Suzuki of Pensea & co held a one
day workshop together with the local children where thechildren were introduced to the concept of graphic designvia Door to Asia 2017 designers.
This gave me an idea where we can apply a similar concept
by having children draw their own version of apples andapple’s farm and make it into a campaign based on theirartworks and their feelings towards the Yonesaki Apple.
For example, all of the illustrations you will see here werebased on Koharu chan’s (daughter of Takashi san) drawingof the Apple farms during Ayumi Suzuki Sensei’s workshop.

Narrative

Program suggestion:
Yonesaki apple socialisation in schools(Informative Posters or videos)Program with local school to have children growtheir own apple tree and name it with their name.

WorkshopVIDEO #1

Narrative

NAKAMA-NI NAROU!

Narrative

仲間Nakama

They want to connect Yonesaki Apples to future generation, they want more
people to experience the fun of Apple farming, and ultimately they want
a nakama they could call their own.

Narrative

We experience and witnessed first-hand how passionate
these people are to their apples and their city, they arehaving fun while growing apples.
We think this is very admirable and inspiring and definitelya story worth sharing.

Narrative

Program suggestion:
Campaign to socialize the Yonezaki Apples
as well as the “new” image for farmers job.
Accessable Media for Yonezaki Apples.
i.e. Website in bilingual (English and Japanese)

VIDEO #2

INSIGHTS

INSIGHTS

Narrative
INSIGHTSFRIENDS, FAMILY AND
FUTURE GENERATION

THANK YOU!

WE ARE

Gook & Jeff

CREDITSCREDITS:- Some of the photos presented in here and in the video 		
are taken by Kazuhiko Monden and Seiji Tarumi.
-Some of the apple illustration were done by Koharu chan