Ehime Prefecture is one of the largest producers of mikans in the country. Just 2nd to Wakayama, the Southern prefecture supplies Japan with roughly 20% of all their succulent supply. Their prefecture flower is that of the mikan and they even have their own state-funded mikan laboratory. But there’s a problem – the average age of mikan farmers are now over 65, meaning that they are a dying breed.
To appeal to a younger generation of consumers, but also potential producers, a local company unveiled a major overhaul of their visual identity. A collaboration between Upsetters Architects and Artless, the modern, simple and elegant new look was applied to their product linup, 10 Mikan, but also to their shop in Ehime.