We interviewed the founders of the company and held a workshop for employees. We asked employees to think about what makes them happy in their work, and we explored their vision of their work and what they would like to do in the future. We then branded the company, with one of our goals being to help employees take pride in their work making Inaniwa Udon noodles.

We named the project "TENOBE INOVATION Project," and first of all, we renewed the corporate brand and product packaging that had been in place since the company's establishment in 1982. In order to create a "face" that had never existed before in the udon industry, we pursued a beautiful visual design, including a logo and packaging that used the character for "river" in Ogawa as a noodle.

Ogawa's Inaniwa Udon noodles are made with a time-consuming process that creates bubbles in the noodles and a good texture. We also continue to use no additives or oil, but it is quite difficult for people to understand these advantages only through their teeth and tongues. We have incorporated these strengths into our brand book and website so that people can understand them by reading them.

The design and words used to convey the appeal of Ogawa's Inaniwa Udon have been successful and have led to the expansion of not only general consumers but also BtoB sales channels. It also had a strong overseas appeal, and the product was even exported to 34 countries.

It has also received various awards and high acclaim.