Okunoshima
Guide to Rabbit Island
Role
Advertising, Art Direction, Audience Research, Branding, Character Design, Creative Strategy, Illustration, Logo Design, Prototyping, Website Design
Discipline
Rebrand
Sector
Tourism
Overview
Located off the coast of Hiroshima, Okunoshima is famous for its large rabbit population. The island's new brand identity, presented through an updated website, highlights its charm and the wide range of activities available to tourists beyond just interacting with the rabbits.
Insight
Okunoshima was once a poison gas factory during World War II for the Japanese military. After the war, the island transformed into a popular tourist site in Japan, now famous for its adorable wild rabbit population. These friendly rabbits, whose origins remain uncertain, roam the island freely, providing a delightful attraction for tourists. In addition to the rabbits, the island features various attractions such as camping grounds, beaches, a museum, and tours dedicated to its dark past.
Brand Concept
Inspired by the diverse facets of Japan's kawaii culture, which extends beyond conventional cuteness, the concept not only highlights attractions beyond the famous rabbits but also honors the island's past. The new branding identity for Okunoshima draws inspiration from 'kimo-kawaii,' or 'gross-cute,' a unique subcategory that blends elements of both grotesqueness and cuteness. This design choice resonates deeply with the island's history as a former poison gas factory during World War II. To emphasize the stark juxtaposition between Okunoshima’s dark past and its present transformation, the design integrates playful elements representing the current welcoming atmosphere, while incorporating drippy graphic elements to evoke the island’s darker historical context.
Official Mascot of Okunoshima: Usano-Kun
The mascot's name, Usano-Kun, combines the Japanese word for rabbit, 'usagi,' with 'no' from Okunoshima, and 'kun,' an honorific for young males, to highlight the island’s symbolic rabbit.
The drippy graphic elements reference the island's past association with poison gas production, and the inclusion of three eyes symbolizes seeing beyond the apparent. While the rabbits are a prominent attraction, Okunoshima is a diverse tourist destination with much more to offer.
As the official mascot, Usano-Kun acts as a friendly travel guide, offering fun facts about the island, serving as a photogenic companion, and featuring on Japan's ICOCA IC Cards to accompany tourists.
New Brandmark for Okunoshima
The mascot embodies the essence of Okunoshima and serves as the island's new brand mark. The logo, presented in both English and Japanese, aims to promote the island to a global audience. To enhance the user experience, the website features a language-responsive design. As users navigate the site or plan a visit, both the logo and the website adapt to their selected language, ensuring a user-friendly experience for non-Japanese speakers.
As users transition between the Japanese and English versions of the website, the layout remains consistent, providing a cohesive visual experience across both languages. The only noticeable change is the language itself, maintaining a unified and user-friendly design for the tourists.
To introduce visitors to the charming island mascot, Usano-Kun, the website features an exclusive page dedicated to this delightful character. Users can find details about Usano-Kun, including his identity, birthday, personality traits, and favorite foods. Furthermore, the page offers a seamless shopping experience, allowing users to explore and purchase merchandise featuring Usano-Kun.
The Okunoshima Bound page offers users comprehensive information on exploring the island and introduces a new method for purchasing ferry tickets using the ICOCA IC Card. This rechargeable contactless smart card is used on Japan's JR West rail network and is available in Hiroshima.
Okunoshima Exclusive ICOCA IC Card
Before the rebrand, tourists had to buy physical tickets at Tadanoumi to take the ferry to Okunoshima. Now, through a collaboration with the ICOCA IC Card—a rechargeable contactless smart card used on Japan's JR West rail network and available in Hiroshima—tourists can speed up the boarding process by simply waving or tapping their cards or smart devices. This card is one of the three IC Cards compatible with Apple Wallet. As part of this collaboration, three Usano-Kun cards are available for purchase at Tadanoumi or Okunoshima.
Advertising Strategy
The advertising strategy for Okunoshima focuses on a dual approach, strategically placing ads in the Tokyo subway system and leveraging social media platforms to target both Japanese residents and foreign visitors. In the bustling Tokyo subway, the ads aim to capture the attention of commuters and residents, enticing them with the allure of Okunoshima beyond its famous rabbits. The visuals showcase diverse tourist attractions on the island, inviting viewers to embark on a journey of curiosity. Simultaneously, the social media campaign targets a wider audience, including foreign visitors. By featuring captivating content and promoting local specialties such as rabbit-shaped soft-serve ice cream, the campaign aims to spark interest and encourage exploration. The ad copy provides essential information, emphasizing the island's unique offerings. This dual-channel strategy ensures a comprehensive reach, fostering curiosity and driving interest in Okunoshima as a must-visit destination.
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