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Fuji Days

Fuji Days is a site designed to draw outdoor enthusiasts to the Fujiyoshida region—a landscape known for Mt. Fuji. The challenge: most visitors come solely to climb the volcano or photograph it from a handful of well-known vantage points, then leave. Through collaborative workshops with the client, we developed both the brand's strategic direction and the name, centering the concept around the weekend escape: a quick trip from Tokyo that explores what else the region has to offer.

We designed three daily itineraries that take visitors off the beaten path, each leading through a distinct area beyond the typical tourist route. Rather than focusing solely on outdoor adventures, we brought in the elements that make the experience richer—local food spots, onsens, temple grounds, and traditional tea shops.

Visually, we let the region speak for itself. The photography came directly from the client's archive—unfiltered moments of the landscape. For the color palette we pulled straight from the environment: forest greens and a soft pastel beige of dawn over the summit of Mt. Fuji.

Art Direction: Studio Kaki
Brand Strategy: Appoline Daimaru
UI Design: Raphael Hodé
Studio: nowthen

Art Direction
Branding
Color & Type
Naming