YANMAR PREMIUM AGRICULTURAL WEAR

TitleYANMAR PREMIUM AGRICULTURAL WEAR
BrandYANMAR
Product / ServiceYANMAR PREMIUM BRAND PROJECT AGRICULTURAL CLOTHING ONLINE STORE
CategoryA08. Digital Design
EntrantHAKUHODO I-STUDIO Tokyo, JAPAN
Entrant Company HAKUHODO I-STUDIO Tokyo, JAPAN
Advertising Agency HAKUHODO I-STUDIO Tokyo, JAPAN
Advertising Agency 2 HAKUHODO Osaka, JAPAN

Credits

Name Company Position
Kashiwa Sato SAMURAI Senior Creative Director
Mitsuhiro Koike HAKUHODO Inc. Creative Director
Yoshihito Kasuya Art Director
Kei Ogada Photographer
Toshihiro Saito Executive Producer
Tooru Shioda HAKUHODO Inc. Executive Producer
Kota Amano HAKUHODO I/Studio Inc. Producer
Eri Maeda HAKUHODO I/Studio Inc. Assistant Producer
Daisuke Oidumi HAKUHODO I/Studio Inc. Art Director
Eri Hosokawa HAKUHODO I/Studio Inc. Designer
Tomomi Matobato HAKUHODO I/Studio Inc. Copywriter
Taku Iwahashi HAKUHODO I/Studio Inc. Html Coding
Nazuna Sato HAKUHODO I/Studio Inc. Programmer
Yusuke Sakurai HAKUHODO I/Studio Inc. Programmer

Brief Explanation

The goal of the project was to bring remarkable changes to Japan's agricultural industry, equipping YANMAR as well as Japanese farmers better to compete with products from all over the world by positioning themselves as a "Premium Brand". The website does not only mention about YANMAR's belief, but also serves as an online storefront where purchase orders are accepted.

The Brief

Declining food self-sufficiency rate and the participation of Trans-Pacific Partnership (TPP) resulted in challenges prompting Japanese farmers to improve the agricultural industry. While large-scale farm operators asked for new innovations to bring revolutions, YANMAR answered by launching the "YANMAR Premium Brand Project", aiming to "create a new agricultural style".

How the final design was conceived

The online store adopts parallax effect and responsive design techniques that rarely exist on similar sites. Such design provides visitors a rich browsing experience so that they are just like actually fitting, feeling and touching the products, while at the same time help facilitating the PDCA management process. Anticipating increasing number of access from smart devices, extra efforts were spent on user interface design to make customers a great browsing experience regardless what devices they are using.

Indication of how successful the outcome was in the market

500 agricultural clothing items sold in 2014/4-5 after the launch of the online store.