Piyorin Celebrates 15th Anniversary! Signage Displayed at Nagoya Station. Alive Inc. Unearths Brand Essence, Realizing "Piyorin-ness" Experience on Web and Signage.

Alive Inc. supported JR Tokai Foods Service Co., Ltd. in their 15th-anniversary initiatives for "Piyorin," a new signature sweet from Nagoya, by assisting with the renewal of their official website, the creation of a 15th-anniversary landing page, and the production of signage videos for the station and stores.

During the proposal stage, through actual purchase experiences and internal workshops, we identified the anxieties of first-time buyers and the reasons why Piyorin is so beloved.

Before the proposal, we experienced purchasing Piyorin firsthand to confirm the anxieties first-time buyers might feel and identify issues along the customer journey.

In internal workshops, we clarified why Piyorin is loved by so many people and what aspects should be communicated as official information to convey its appeal.

On the website, we presented the background of its creation and the history of its products. For signage in Nagoya Station and around stores, we designed a brand experience that spans both web and real-world touchpoints to communicate "Piyorin-ness" at actual points of contact.

1. Project Background

Piyorin is a chick-shaped sweet born in Nagoya in 2011. It has gained popularity for its cute appearance and authentic taste, and its appeal has expanded to include merchandise and collaborations with companies and characters.

However, as the brand's recognition and popularity grew, the official website was expected to do more than just "display product information." It needed to clearly deliver information that customers want to know before purchasing, explain the reasons for Piyorin's popularity, convey the creators' passion, and communicate the brand's worldview as official information.

The website at the time made it difficult to smoothly find information needed before purchase, leaving first-time buyers with lingering anxieties. Furthermore, the brand's appeal, such as the background of Piyorin's creation, the creators' passion, and the history of its products, was not being fully communicated.

This official website renewal aimed not just to organize information, but to create a platform for information dissemination that would allow users to gain a deeper appreciation of Piyorin's worldview and brand value while alleviating pre-purchase anxieties.

2. Key Points Emphasized in Official Website Production

1 Design Balancing "Piyorin-ness" with Information Clarity

Throughout the site, we designed the brand colors, photo presentation, use of white space, and motion to convey Piyorin's characteristic softness, cuteness, and approachability.

In addition to visual design, we emphasized clarity so that first-time visitors could easily find purchasing and store information without confusion. We paid close attention to information organization and user flow design to resolve pre-purchase anxieties such as "Where can I buy it?", "When can I buy it?", and "Does it sell out?"

2 "Piyorin Encyclopedia" for Use as a Brand Archive

On the official website, we included a "Piyorin Encyclopedia" that introduces limited-edition and collaboration products from its launch in 2011 to the present.

The "Piyorin Encyclopedia" serves not only as content for fans to enjoy past Piyorins but also as a brand archive for accumulating limited-edition and collaboration products as official information. By clearly organizing the brand's history, we aimed to create content that fans, media, and internal stakeholders could easily refer to past products and campaigns.

On the old site, products were listed chronologically like a history, leading to long scrolling. Therefore, with this renewal, we wanted to create content that was enjoyable to browse like an "encyclopedia" while making it easy to find necessary information.

Indeed, we have received feedback from the Piyorin development team that inquiries from the media about "wanting to feature past Piyorins" have increased since the site's launch.

3 "Birth Story" to Convey the Brand's Background as Official Information

We also created a "Birth Story" to communicate the passion behind Piyorin's creation and how it became so beloved by many.

The "Birth Story" deepens understanding and affection for Piyorin by conveying its creation background, brand journey, and relationship with its fans. It is content that communicates not only its cuteness but also the background of product development, the creators' passion, and the values the brand cherishes as official information.

After the site's launch, we have received feedback that media inquiries about wanting to know more about the development story through the "Birth Story" have also increased.

3. Signage Production for 15th Anniversary Initiatives

In conjunction with Piyorin's 15th anniversary, we also supported the production of signage to be displayed in Nagoya Station and around "cafe & gifts Piyorin village," which includes a merchandise sales area within the cafe.

For signage in the station, where passersby have only a fleeting glance, we prioritized making it eye-catching and intuitively convey "Piyorin-ness" rather than cramming in too much information.

In producing the signage, we examined the actual viewing environment and pedestrian flow. Considering how surrounding advertisements would appear, viewing time, and the movement of station users, we devised a composition that would naturally convey Piyorin's presence and the specialness of its 15th anniversary.

The signage utilizes past Piyorins and the 15th-anniversary logo, with a design intended to convey Piyorin's journey and gratitude. For signage near the store entrance, we focused on creating an experience that allows customers to feel the world of Piyorin village even before entering.

We communicated the brand's background and appeal on the website and created memorable experiences in real-world locations. This project involved creating brand touchpoints that deliver "Piyorin-ness" from both web and real-world perspectives.

4. Customer Interview

Kengo Ochi, JR Tokai Foods Service Co., Ltd.

"When I heard Alive's proposal, I was very impressed by how deeply they had researched Piyorin and how their proposal reflected their understanding of the brand.

After the site's launch, inquiries from the media about featuring past Piyorins have increased thanks to the "Piyorin Encyclopedia," and interview requests to learn more about the development background through the "Birth Story" have also grown. Internally, it has also served as an opportunity to reacquaint ourselves with Piyorin's journey and appeal.

Regarding the signage, the display of past Piyorins makes it easy to convey the 15-year journey, and customers stop to look at it at the entrance of Piyorin village. I feel that these initiatives, both online and offline, allow people to experience "Piyorin-ness."

5. Alive Inc. Staff Comments

Hiroki Shibata, Creative Team General Producer / Lead Director, Alive Inc.

"In this project, we focused on designing a website that clearly conveys purchasing information and brand appeal to first-time visitors, while preserving the cuteness and worldview that Piyorin cherishes.

On the official website, we organized the navigation to store and sales information, and through new content like the "Piyorin Encyclopedia" and "Birth Story," we have designed a brand experience that can be enjoyed by both existing fans and those who are discovering Piyorin for the first time.

Furthermore, for the 15th-anniversary signage, we paid attention to the presentation and direction so that "Piyorin-ness" would be naturally conveyed at real-world touchpoints such as stations and stores.

By consistently designing the brand experience from information architecture on the website to real-world touchpoints like station and store signage, we aimed to create a situation where users can encounter Piyorin's charm in various settings and naturally deepen their understanding and affection.

Moving forward, Alive will continue to carefully capture the values and worldview that brands cherish and engage in communication design that deeply resonates with users."

6. About Alive Inc.

Alive Inc. is a web production and marketing company based in Nagoya, providing services including website production, content design, photo and video production, brand expression, and digital marketing support.

To accurately and deeply deliver the appeal of companies and brands to users, we provide integrated support from strategic design to creative production and operational improvement.

【Company Overview】

Company Name: Alive Inc.

Location: 4F, Yoshikatsu Building, 3-2-5 Osu, Naka-ku, Nagoya, Aichi 460-0011

Representative: Shoji Miwa, President and Representative Director

Founded: September 2001

Capital: 30 million yen

Business Activities: Web site production, web marketing, web system development, photo/video production, graphic production, etc.

URL: https://alive-web.co.jp/

【Contact for Inquiries Regarding This Matter】

Alive Inc.

Contact: Shibata Email: [email protected] TEL: 052-684-5558