Projects

We present a selection of Ohayō projects. They are key to seeing how we work and how we approach our clients’ challenges

Research carried out in 13 European countries, design and edition of the reports: The European Market for Crafts and The New Consumer of Crafts 2025. Through a characterisation and assessment of the European market for crafts, we aim to present compelling evidence on the size, nature and prospects of this sector, supporting the insights with quantitative and qualitative proofs of the volume and value of the market, to serve as a call to action for governments and institutions.

Creation of articulated routes around the landmark of the dam and other complementary elements (GIS), definition of a territory branding strategy based on the water argument and creation of an action plan for the generation of micro-destinations and the programming of events around this theme.

Rodilla’s concept and brand analysis. Research on trend keys, emerging consumption universes and innovation opportunities for the Hospitality, Q.S.R and Casual Dining sectors. Lighthouse case analysis and selection of innovation opportunities according to brand culture and capabilities.

From 2018 to 2023, Ohayō worked with ElPozo Alimentación on trend research, brand consultancy, strategy development and support for the company’s innovation process. Identification of innovation opportunities in the processed meat and meat analogue categories. This included developing the concept and name for “Flexiterraneo” products, a new range of meat and vegetable products aimed at the flexitarian consumer. In addition, the umami concept was identified and developed as a differentiating element for the “Legado” brand products, and a tasting map was created for their Ibérico ham. A notable project was the brand and trend curation process and design management for redesigning the BienStar brand and the product packaging.

With the aim of promoting crafts in the Alpujarra region of Granada, a series of workshops, training capsules and a workshop were held. Ohayō was in charge of coordinating with invited artisans, managing the workshops, generating content and carrying out the workshop on the re-signification of the artisan object.

The city of Cabra, in the province of Cordoba, decided to develop its Strategic Tourism Plan with the aim of having a roadmap based on the differentiating arguments of the municipality, working on this idea from the concept of the Destination Brand.
The project included the definition of the brand story and verbal identity for the destination “Cabra”. The production of photographs of the most important heritage and natural landmarks of the city. And finally the development of the Strategic Plan, containing the strategy, keys and work programmes (also lines of communication) based on conceptual areas for the coming years.

The project included:

• Brand curation of the institution
• Naming and brand architecture for the various areas and services
• Redesign and standardisation of corporate visual identity and application to corporate elements
• Design of the graphic system of the Monumental Ensemble, applying the new image to the information, signage and interpretation elements of the monument

The symbol of the brand of the Cabildo of Cordoba Cathedral is based on the search for the most characteristic features of the building: the field of columns, the transept of the cathedral and the octagon of the dome.

Within the framework of the Design Capital of Valencia, and as part of the programme of the II Congress “Contemporary Crafts, under Debate”, a seminar was held on the Japanese concept of Mitate and its application to the exploration of new forms and objects for crafts.

Development of the Alimentos de España brand story, creation of the brand stakeholder map, brand architecture and public characterisation. Development of the verbal identity: tagline, claims according to situations of use and verbal tone of communication. Creation of the brand culture guide. Redesign of the visual identity, standardisation and brand image system. Communication strategy and proposed action programmes.

Research, development of strategic lines, definition of audiences, development of the main lines of content for the exhibition area and the garden, design of visitor routes, exhibition resources and signage system.

The organic winery Bodegas Robles, advised by Ohayō, decided to introduce generous wines to the Japanese market after discovering that Japanese cuisine pairs well with this type of wine. Market research was carried out. Japanese gastronomy, wine consumption patterns and wine purchasing factors were analysed. Ohayō also worked on defining the Robles brand story and identifying the most interesting differentiators to project through the naming and image of the products.
To make such complex wines easier to understand, a two-digit exponential code system was created, where the first digit expresses the time the wine matures under flor and the second the time it matures by oxidation.

The project consisted of an analysis of the current customer journey in the tourist visit, a study of the service process (staff involved, management system, interest groups and other reference monuments), the identification of contact points and critical points, and a proposal for a customer journey to improve the visitor experience. The implementation and monitoring plan was also developed in the following areas: behaviour/reception, history/content and interfaces/design.

As part of the concept developed by Ohayō, “Japan and Andalusia sit at the same table”, a Spanish chef and a Japanese chef were asked to create recipes from their respective countries using ingredients from the other. Rosa Muñoz’s presentation, in Japanese, focused on a series of emblematic Andalusian export products. These products were researched in order to find points of contact between the two gastronomies. The design of the presentation was adapted to the Japanese audience.
The presentation was held in Japanese at two venues: the Kyoto Tower Hotel in Kyoto and the prestigious Hattori Nutrition College Cookery School in Tokyo for Japanese chefs, importers, restaurateurs and nutritionists.

The aim of this assignment was to obtain relevant information on how to focus communications and who to target in six strategic countries: Brazil, China, South Korea, USA, India and Japan. This included defining the main and secondary arguments for positioning Spanish agri-food products in each of these countries; identifying the arguments for linking the target gastronomic cultures with the Spanish one; developing an optimal and global communication model; and identifying and characterising the actors and influencers. This required research into the gastronomy, eating and purchasing habits and communication keys of the strategic countries, the definition of target audiences, communication recommendations for each country and the identification of influencers in the target countries.

“Azahar is blooming” was conceived as a viral event, using a fact as inseparable from the identity of the city of Cordoba as the opening of the orange blossom as an argument to define an activity in which the whole city could participate. The action was conceived as the prologue to a larger strategy to position the city as a destination for floral culture, which naturally included the patios, Holy Week and the ancestral sensitivity of the people of Cordoba to flowers. The main objective was to initiate or insist on a strategy to project the idea of CÓRDOBA AS A FLOWER DESTINATION to the world. The first year of the event was structured around 2 main lines:
The sending of an orange blossom in a specially designed envelope from Cordoba to other places in the world and a congress on Flower Culture.

Brand curation and search for differential arguments, packaging redesign, range architecture definition and introduction in the Japanese retail channel and in other Asian countries. Generation of a new product category for extra virgin olive oil: “Envero” olive oil.

With the participation of the artists María Parejo, Olivia RPBM and Xosé Garrido, the work proposes a circle of recognition within the family group, made up of mother, father and daughter (the three artists), which helps us to find the keys to disconfine the image of the other. It also allows the family to break out of the bubble of coexistence in order to expose itself to the other. In this game, creativity helps the family to find arguments for the recognition of its members beyond memory.

Redevelopment of the brand strategy and brand culture of the Foundation.

• Brand culture map.
• Brand stakeholders tree.
• Brand culture guide.
• Media audit and the media recommendation.
• Verbal identity and the brand architecture.
• Proposal of a model for the digital headquarters.

Development of the brand architecture, actors, narrative, verbal identity, brand tone and audiences. The strategy and communication plan was developed for a 5-year period.

An original project by Ignacio Collado, which included curatorial, content, visual and staging tasks. In three editions (2016, 2017, 2018), the Readings in Flowers project invited contemporary artists to explore the cultural and popular floral traditions of a region with a strong identity, such as Easter in Seville, the balconies and patios of Andalusia, or religious and domestic altars, where flowers occupy an important place and are arranged as systems of self-representation.
The artists had to deal with a material as fragile and ephemeral as the living flower. They had to work with crafts and trades associated with flower culture. Flower culture is alive but also overly codified and needs to be opened up to more contemporary languages and visions. These new visions could update forms of floral arrangement, but above all they can produce meaning, question boundaries, widen channels and propose new frontiers.

The work carried out for this university competition was developed over 3 editions. Ohayō’s support consisted in the revision of the Suroscopia brand story, the annual image design, the application to the elements, the communication on social media, the advice on the selection of professionals for the final seminar and the support office for the management of the competition and institutional contacts.