Raise a Flag for Local Charm

Creating a New Way to Travel Rooted in Regional Resources

This tourism initiative highlights each region's unique resources and culture, presenting new and engaging travel experiences. To bring their vision to life, we created an entire brand package, including a refreshed logo, corporate promise, and website redesign.

Issue

The Problem of Overtourism

Overtourism causes significant issues by concentrating excessive visitors in specific destinations. Beyond major tourist destinations, Japan is filled with untapped regional resources rich in culture, nature, and the lives of local residents—valuable assets that remain underappreciated.

This initiative focuses on showcasing the authentic value of these regions and introducing new ways to travel. By adopting a regional perspective, it seeks to fundamentally rethink the travel lifestyle, offering travelers fresh, meaningful experiences that also benefit local communities. This approach creates value for both visitors and locals, expanding the possibilities of tourism.

To communicate this vision, we designed messaging that reflects the organization's mission, incorporating it into a refreshed corporate logo, website, and a range of brand assets.

Creation

A Flag as the Corporate Symbol

What does KANKO bring to a region? It identifies untapped local resources, highlights their appeal, and draws people in. The "flag," representing this mission, serves as the core of the corporate logo and is a recurring motif throughout the website. This flag symbolizes a commitment to shaping the region’s future and embodies KANKO’s purpose with strength and clarity.