Strategy
In developing DEARBLUE’s brand strategy, we first conducted external environment research by visiting major domestic marinas. This involved interviewing operators and users, along with on-site observations. Based on actual product usage at marinas, we deepened our understanding of practical operational challenges in marina management, market trends, and the design preferences of users. Simultaneously, to organize the internal environment, we conducted a portfolio analysis of the company’s existing marine product line and interviewed stakeholders, including management, to unify the team’s understanding regarding the new brand’s development direction.
Based on these research findings, we clarified the target audience, extracted user insights, articulated the brand vision, and refined the brand concept. Ultimately, we positioned “Design,” “Maintenance,” and “Sustainability” as the core value propositions of the brand and established a development roadmap to realize them. Furthermore, to ensure consistency across all brand communications, we created comprehensive brand guidelines defining elements such as form, materials, and color.
Strategy
In developing DEARBLUE’s brand strategy, we first conducted external environment research by visiting major domestic marinas. This involved interviewing operators and users, along with on-site observations. Based on actual product usage at marinas, we deepened our understanding of practical operational challenges in marina management, market trends, and the design preferences of users. Simultaneously, to organize the internal environment, we conducted a portfolio analysis of the company’s existing marine product line and interviewed stakeholders, including management, to unify the team’s understanding regarding the new brand’s development direction.
Based on these research findings, we clarified the target audience, extracted user insights, articulated the brand vision, and refined the brand concept. Ultimately, we positioned “Design,” “Maintenance,” and “Sustainability” as the core value propositions of the brand and established a development roadmap to realize them. Furthermore, to ensure consistency across all brand communications, we created comprehensive brand guidelines defining elements such as form, materials, and color.
Logo & Tagline
As a ship moves through the water, a distinctive V-shaped wake forms behind it. This phenomenon was first mathematically explained by the British scientist Lord Kelvin in the 17th century and is now known as the “Kelvin wake.” DEARBLUE logo takes this wake pattern as its motif, embodying the brand’s stance as a force that shapes a beautiful blue coastal future. It expresses our commitment to charting a steady course while powerfully leading the industry forward.
Logo
Logo
Web
throughout the entire website, we created a bold and sophisticated brand world. The cursor within the site takes the shape of the brand logo, drifting across the screen like a ship.
The structure clearly communicates the core values of the three main content areas: “Design,” “Maintenance,” and “Sustainability.” Product pages, in particular, utilize product animations to visually explain the modular structure and installation methods in an easy-to-understand way. Maintenance procedures are also carefully organized with visuals and text, creating a smooth path for inquiries.
The main movie on the homepage symbolically features scenery from the Seto Inland Sea, where molten’s headquarters are located. This embodies the brand’s philosophy of living with the sea while conveying DEARBLUE’s determination to become a driving force for the future of marine-related industries from this region.
throughout the entire website, we created a bold and sophisticated brand world. The cursor within the site takes the shape of the brand logo, drifting across the screen like a ship.
The structure clearly communicates the core values of the three main content areas: “Design,” “Maintenance,” and “Sustainability.” Product pages, in particular, utilize product animations to visually explain the modular structure and installation methods in an easy-to-understand way. Maintenance procedures are also carefully organized with visuals and text, creating a smooth path for inquiries.
The main movie on the homepage symbolically features scenery from the Seto Inland Sea, where molten’s headquarters are located. This embodies the brand’s philosophy of living with the sea while conveying DEARBLUE’s determination to become a driving force for the future of marine-related industries from this region.
Catalog
DEARBLUE catalog is positioned as a crucial material embodying the brand’s worldview. Precisely because it is the first sales tool handed to clients, we emphasize the brand’s “face,” carefully crafting a sense of luxury befitting a premium brand through high-quality paper with a luxurious feel and spot color printing. By adopting a landscape layout, we express the visual expanse of the marina itself through the very act of turning the pages.
Goods
DEARBLUE also offers brand merchandise such as polo shirts, key floats, and stickers. When maintenance staff and marina personnel wear these items, the brand’s worldview naturally permeates even everyday work scenes. By carefully designing these detailed touchpoints with users, the cohesiveness and trustworthiness of the DEARBLUE brand are further strengthened.
