JUSANDI

Only 5 All Suite Villas in a Huge Site

In 2014, all suite private resort JUSANDI was born in Ishigaki island, Okinawa. JUSANDI’s branding project which has started in 2012, was the very first brand building support for BOEL Inc. It was a memorial project that taught us that a brand should be made whole heartedly. JUSANDI is a resort villa located in the middle of subtropical jungle in Ishigaki island, Okinawa. The owner of JUSANDI, Mr. Momiyama, is very talented person. He was moved to know that there are so many private resorts around the world, and he longed to make a new private resort in Ishigaki island, Okinawa, one of the best Asian resort areas with splendid location. Our goal was to make his dream come true. We teamed up soon, and organized study tours to research. There were miraculous great nature and traditional cultures in Yaeyama area, and the Okinawan people with unique and grateful hospitality. We came to know that there were so many potentials to be a world best resort. From that brilliant study tour experience in Ishigaki, we came up with an original brand concept, and derived the measures to make JUSANDI one of the most popular resorts around the world.

Challenges

Japan’s First Luxury Hotel Brand

Ishigaki island was known as one of the most popular resort areas in Japan since then (before 2012), but some of the resort facilities built in bubble era looked not so sophisticated compared to the new facilities in main island of Okinawa. Ishigaki island had a various types of accommodations like resort hotels, business hotels, and some motels, but none of them resembled the resorts Mr. Momiyama experienced around the world. We needed to show the attractiveness of Ishigaki resorts that people hadn’t known although they had high potential. In order to do that, we needed to design the whole branding of Ishigaki island not just designing facilities or services.

Solutions

Going Back to the Roots

The resorts Mr. Momiyama has experienced around the world had splendid attractions that Japanese resorts hadn’t realized until 2014, like beautiful sceneries, hotels in unique location, gourmet, and hospitality. By hearing his vision, and by deepening our knowledge on Ishigaki island, we found that it is necessary to re-brand the vision of Ishigaki island to attract people around the world in order to develop its’ business potential to the fullest. Getting away from it all, and sharpening our sensibilities in the great nature makes our lives more relaxed and being content. That’s the way of “Going back to the roots”, and it was the origin of JUSANDI’s brand identity. As for the VI (visual identity), the contrast between pale green of Ryuku limestone and deep green of jungle that we can find only in the great nature of Ishigaki gave us inspiration. Concerning our shooting, we stayed in Ishigaki island more than two weeks not only to shoot JUSANDI’s villas and facilities but also to take photos of the activities we can experience during the stay. We built the whole branding of Ishigaki island.

Results

Delivering the Extraordinary Point of View to the Customers

A grand opening of JUSANDI was held 4 years after we started our branding project. The private villa that enables us to relax in the great nature got an extraordinary idea of “going back to the roots” through our branding. We didn’t have any aggressive promotions after the grand opening. But JUSANDI gradually became popular thanks to the reviews by the guest and fans who loved our concept, and it came to be known globally. JUSANDI, the very first branding project for BOEL Inc. gave us a lot of valuable experiences that we can get a new point of view.