The creation of the Imabari Towel brand was a unique endeavor, spearheaded by Kashiwa Sato, a renowned creative director known for his work with companies like Uniqlo and Rakuten. Sato faced two major challenges in this project:
1. The branding budget was significantly smaller than those typically available to major corporations.
2. The project's stakeholders were complex, involving not just a single entity but three: the Imabari Chamber of Commerce and Industry, Imabari City, and the Shikoku Towel Industry Association, with the latter encompassing over 100 manufacturers.
Sato's commitment to the project was sparked by his personal experience with an Imabari towel. Struck by its exceptional texture and absorbency, he realized the potential of these towels and how many people were unaware of their quality. He saw an opportunity to highlight the unique attributes of Imabari towels, which were indistinguishable from other towels, including those made abroad.
The first step in differentiating Imabari towels was the creation of a distinctive logo, symbolizing the brand's essence using three colors: red for the rising sun and industrial vitality, blue for the shimmering sea and abundant water, and white for the clouds, representing the towels' gentleness and cleanliness. It took Sato approximately three months and over 300 ideas to finalize this logo. The logo would serve as a mark of quality, only applied to towels meeting strict standards. Sato's approach was minimalist, emphasizing that the true quality of Imabari towels didn't need elaborate colors or patterns. He requested manufacturers to create the "highest quality white towel," allowing each to showcase their unique methods and materials, while maintaining a uniform sense of excellence.
Furthermore, the Imabari Towel Industry Association, in collaboration with Imabari City, is dedicated to preserving the local environment essential for producing these towels. This includes professional forest maintenance projects and volunteer activities involving association members and their families. Events like "Imabari Towel Water and Forest" aim to enhance the Tamagawa-cho forest in Imabari City, involving local families in forest exploration, maintenance experiences, and picnics featuring local cuisine made from up cycled ingredients and local products.
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