Hasegawa Co, Ltd., with its head office in Fukuoka prefecture,

has started selling Buddhist altars and fittings since 1929. 

Their corporate philosophy, "pray and worship”, reflects the value of gratitude

which is revered by all Japanese. 

They also worked on a number of temple restorations including national treasures

and important cultural properties, such as Kiyomizu Temple and Nijo castle.

 

Following traditional Japanese religious customs and beliefs, Hasegawa had provided Buddhist altars and graves to many customers. As time went on and lifestyles changed, Hasegawa needed corporate reform to meet the new needs of customers. 

 

Unosawa was requested by Hasegawa to do two things: 

to establish business for the new generation, and to improve the existing business. 

While Hasegawa‘s contribution to grieving families cannot be measured by a set customer satisfaction score, the company has brought peace of mind to people at crucial turning points in their lives. 

Unosawa believed that Hasegawa’s long history and well-established reputation would be essential to creating its successful future. 

The more deeply he understood their business and the people working there, the stronger he believed 

that Hasegawa could become a company close to people's heart from birth to death.

Unosawa focused on this idea as his branding reform project, and adjusted Hasegawa’s services to provide today's in-demand values. 

There are many ways to convey feelings:

sometimes it can be in material things like store designs or items, sometimes it can be words from staff. The style of prayer and memorial service is changing, but the feelings conveyed in these rituals remains the same. Hasegawa's business goes on with respect for nature, worship, and spirit. 

 

As one of their new projects, Unosawa focused on traditional yet still new "Japanese food”, 

and unraveled the relationship between "food" and "pray". 

Throughout Japan’s long agricultural history, people have respected and appreciated nature for providing food. 

As a result, nature and food have become part of everyday prayer. 

To remind of this idea, Unosawa proposed, designed, and produced "Tanomi", 

a glossary and food store dealing with traditional and quality food, such as rice, melted rice, 

and fermented food. Now, with their slogan “revolution”, 

Hasegawa is working on product development and new value creation.