• why:
    A new local industry to restore a deserted museum?

  • Within an 18-minute walk from the Uozu station, you will find the Uozu Buried Forest Museum in Uozu City, in Toyama Prefecture—a small town with a population of 40,000 people, only 2.5 hours away from Tokyo. You may not have heard of the name “Buried Forest” before. It is a unique process when trees become fossils in the sand, and is appointed as a natural monument in Japan. Despite opening for 64 years, there have been hardly any visitors in this unusual museum. We questioned how we could revitalize the future in Uozu by renovating the entrance of the museum.


  • how:
    Devised the simplest form of fruit cakes.

  • In Uozu, there was originally a cake shop loved by the area called Lindenbaum, also known for its fruit cultivation. We, therefore, decided to open a store together at the entrance to create a cafe and cake shop that would attract attention from the metropolitan area. We realized that the best design to present the fruit cake to “look exactly like the fruit", where the brand KININAL was born. In Japanese, KININAL means both something that becomes a tree, that is, a fruit; or something that one finds interest in.

    KININAL is a new cake brand that retains the exact appearance of fruits; a cake that looks exactly like a kiwi, a fig, to a cake that looks exactly like a peach. The cream hidden inside completes the fullness of the cake as it makes you think you were eating the whole fruit. There are also fresh juices produced "as it is", where the skin of fruits such as grapefruits and oranges are used as eco-friendly containers. We do our best to be loyal to the environment and what we are able to gain from these trees.

    魚津にはリンデンバウムという地域に愛されるケーキ屋さんがありました。そして魚津のある富山県はフルーツの栽培でも有名です。そこで、彼らと一緒にエントランスに出店し、首都圏からも注目されるようなカフェ&ケーキのお店を作ることにしました。 考えたのは、徹底的にフルーツに徹するケーキ。それを実現する一番良いデザインは「フルーツにしか見えない」ということだと直感し、KININALというブランドが誕生しました。 

    KININALは、フルーツや木の実そのままの形に徹底的に忠実に提供する新しいケーキブランドです。キウイにしか見えないケーキ。いちじくにしか見えないケーキ。ももにしか見えないケーキなど、フルーツをそのまま丸ごと食べる感覚で、中に隠された美味しいクリームと口の中で融合して、口の中でケーキが完成します。ジュースもまた、グレープフルーツやオレンジの革を用いて、そのまま飲めるエコなスタイル。木になるものに忠実に、を徹底的にやります。 (日本語でKININALは木になるもの、つまりくだもののことであり、また気になるもののことでもあります。)

  • The package is designed inspired by “fruit specimens”, to best express the essence of the fruits, as the main characteristic of the cake. Both the fruit and scientific names are written on the transparent film, designed to look like a 3D stereoscopic book. The cakes are able to stack on top of one another as they share the same lid size. This made it not only convenient for carrying the cake, but also to be beautifully displayed at the same time.


  • The original typeface "SIMPLA" is a geometric typeface that harmonizes the minimalistic form of the symbol. The "I" is in balanced and placed in the centre, aligned with the symbol.

    The shopping bag is semi-transparent, where the product becomes dimly visible when placed inside. The "?" symbol is then visible in front of the product, making us think and "wonder" about what is inside.  To catch people's attention, we arranged for the one symbol to be on the round card, placed on top of the packaged cake. We set the logo to each product to fit accordingly. We used the same logo typeface for the outer sides of the package, as we wanted to show an ascetic and straightforward impression.



  • ​​​​​​​To make the most of the museum’s existing frame, at the same time change the space so that one can come in contact with the waterside area, we constructed an oval-shaped wooden deck that connects the interior and exterior spaces. The wooden floor creates a sense of openness by stretching it out to the open. In addition, we created a KININAL counter made with plenty of local wood, where the glass case has a limited frame for the fruit cakes to stand out to the customers.

  • now:
    Popular on social media, now known worldwide.

  • < 90,000
    The amount of likes on one customers' tweet

    The increased number of visitors

    KININAL is a small cake shop that quietly opened in the city, that became well-known through social media. It became a popular store that now people queue for. The number of visitors that come to the Uozu Buried Forest Museum increased by 2.5 times, making it an official place to visit in Uozu. Stay tuned for more from KININAL.


  • what:

    Uozu city, Toyama, Japan
    Art Direction
    NOSIGNER (Eisuke Tachikawa)
    Graphic Design
    NOSIGNER (Eisuke Tachikawa, Ryota Mizusako, Shun Kudo)
    Sweets Design
    NOSIGNER (Eisuke Tachikawa)
    Linden Baum (Shuichi Tamamori)
    Space Design
    NOSIGNER (Eisuke Tachikawa)
    Aki Hamada Architects Inc (Aki Hamada, Musashi Makiyama)
    LINDEN BAUM Co., Ltd.
  • who:
    social design by evolution thinking​​​​​​​
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