BOU YOU ROU
Branding, Graphics, Packaging, Digital, Other
Conveying the unique hospitality of
Fukui’s most exquisite inn through rebranding.
Mission
BOU YOU ROU is a Japanese inn located within the Echizen-Kaga Kaigan Quasi-National Park on the coast of Fukui Prefecture. The traditional ryokan that dates back to the Meiji period was planning a complete renovation, shifting away from the classical Japanese style architecture and décor to a new style of hospitality. Architect Shuko Harada who worked on interior planning, initially introduced Mori Design to handle the graphic design. Upon hearing the owners’ passion for making BOU YOU ROU an inn that will satisfy its long-standing guests as well as new visitors, we took on the project to handle the overall rebranding to convey the exquisite experience of staying at BOU YOU ROU.
Solution
The newly refurbished The newly refurbished BOU YOU ROU is a hideaway onsen ryokan consisting of seven rooms. Each room overlooks the Japan Sea and is spaciously designed with an expansive ocean view. The rooms are all uniquely styled, incorporating the charms of Fukui by using locally sourced materials, such as cedar, stone, tiles, and washi paper. MORI DESIGN produced the signage, toiletries, information book, stationery, and dinner menu. To allow the guests to thoroughly enjoy the stay, our designs reflected the high quality that a stay at Boyoro offered while ensuring that they did not stand out. We also used environmentally friendly materials and paper wherever possible, given that the inn is located right by the sea.
We ensured that BOU YOU ROU’s new website expresses its unique hospitality through copywriting and photography. In-room pictures were taken from angles that allow visitors to imagine what it would be like to stay there as a guest. We spent a year photographing the suppliers of the best-in-class ingredients selected by the chef, such as the Echizen crab auction, fields, and farms, as well as places of interest in Fukui. Through these pictures, we conveyed BOU YOU ROU’s exquisite cuisine and the beauty of the local culture, nature, and tradition.
BOU YOU ROU reopened in November 2021. The inn welcomes guests each day with its unique new setting and sense of value, together with the same spirit of hospitality that it has cherished since its foundation.
