Mampei Hotel

Client: MORI TRUST CO., LTD.

Role: Planning, Copy, ArtDirection, Design

Date: Dec 2024

Overview

A Renewal Marking 130 Years of History

The Mampei Hotel, a classic hotel in Karuizawa with over a century of history since its establishment in 1894, underwent a renewal in 2024. We were responsible for the overall brand creative direction, including establishing print color and font guidelines, as well as developing the website, photography, and video content.

Insight

How to Grow a Younger Fan Base

The project’s goal was to use this renewal as an opportunity to not only maintain our long-standing loyal customers but also attract new, younger fans. The main focus was on finding the perfect balance between preserving the distinctive character that the Mampei Hotel has cultivated over 130 years while simultaneously creating a renewed image.

Idea

Classic Yet Distinctly Modern

The foundation of all our outputs is the hospitality that has been passed down since the hotel’s founding, as reflected in the saying “A hotel is defined by its people.” Building on this, we expressed the character of this Western-style hotel created in Japan through our choice of colors, photography, and fonts, conveying both its history and dignity.
While being mindful of our existing fans through readable font sizes and subtle animations, we also incorporated contemporary elements such as impactful layouts, bold photographic presentations, dynamic font scaling, and modern photographic styles. This creates a sophisticated fusion of history and modernity.