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iroikoi

iroikoi

いろいこい
Vendor
株式会社いけだ
Toward an era of increasing diversity in life, Yamanaka-painted lifestyle brands accentuate the space of your room with the colors of wabi-sabi with kindness and gorgeousness.

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Invoice registration number

T9220001013045

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About the brand

Toward an era of increasing diversity in life, Yamanaka-painted lifestyle brands accentuate the space of your room with the colors of wabi-sabi with kindness and gorgeousness.
1
Yamanaka painting is characterized by a contrast that fuses beautiful gradations and unusual paints.
2
Based on the motifs of the seasons and scenery of Kaga City, Ishikawa Prefecture, which is beautiful in our daily lives, there are three designs: "Tsurusenkei", "Late Summer (Late Summer)", and "Snow Scenery (Snow Scenery)".
3
It is a tableware and interior item that does not seem to be "lacquerware" finished with the skills of spray painting craftsmen who have not stood out until now.

More about the Brand Owner

池田晃一郎

KOICHIRO IKEDA

Born in Yamanaka Onsen, Kaga City, Ishikawa Prefecture. Growing up in a family that ran the family business, Yamanaka lacquerware manufacturing and wholesaling, he lived with lacquerware from an early age, and after graduating from high school, he got a job at a wholesaler that handled lacquerware in Tokyo. After gaining experience in selling lacquerware at a department store, he returned to his hometown of Yamanaka Onsen to take over the family business. Feeling doubtful that the name Yamanaka lacquerware is not known despite having the highest lacquerware production in Japan, in order to improve the brand power of Yamanaka lacquerware (Yamanaka paint), in May 2022, "iroikoi" was launched as a lacquerware in Yamanaka Onsen, which is famous as a tourist destination.
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Why are we doing?
What are we doing?
Commitment to the product
Who are supporting us?

Why are we doing?

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I want to improve the brand power of Yamanaka Paint.
　
Yamanaka lacquerware products are classified into two categories: wooden lacquerware and modern lacquerware made of plastic molding. Wooden lacquerware has become difficult to sell due to the soaring cost of wood materials in the past few years, and the price increase from the previous price has increased. The same is true for modern lacquerware, where it is difficult to maintain the price of plastic materials due to the soaring cost of plastic materials. As the demand for homes increased due to the Corona disaster, we launched a brand to develop an unprecedented lacquerware market as a self-demand type that only you have Yamanaka paint, which has been produced mainly as gifts.
　
We would like to focus our sales target on men and women in their 20s ~ 40s, and sell wholesale to department stores and retail stores directly from manufacturers to users.
　
Yamanaka lacquerware is produced in Yamanaka Onsen, Kaga City. There is also a hope that tourism and industry will work together to revitalize the local economy, and that tourists will purchase Yamanaka lacquerware as souvenirs. With the Hokuriku Shinkansen Kanazawa ~ Tsuruga extension, Kaga Onsen Station is not only sightseeing in Yamanaka Onsen, but even if you come to buy Yamanaka lacquerware, you will have a formal image of lacquerware, and for people of the generation who do not know lacquerware, we will introduce you to gorgeous lacquerware with a design based on the concept of the local scenery.

What are we doing?

Image photography and exhibition at events in Kaga City, Ishikawa Prefecture
　
The product has been completed, and the brand name and characteristics are introduced at the exhibition. In addition to BtoB to customers with whom we have done business so far, we will enhance the brand's worldview by repeatedly disseminating information on SNS.
　
Since it is a lacquerware in Yamanaka Onsen, we will continue to take image photos and introduce examples of use with the cooperation of local hot spring inns, restren, and Japanese confectionery shops. In addition, at sales events held in the local area, we first exhibit to let people know about the crafts that exist in the area where we live. In an era of diversification by launching an e-commerce site and disseminating information on Instagram, I would like to increase BtoC in the future. From mass production, which had been a thin profit in the past, we were able to increase the motivation of spray painting craftsmen and realize production wages commensurate with their skills, even if the quantity was small.
　
　
Yamanaka lacquerware's modern lacquerware is excellent in the convenience of life (dishwasher and microwave compatible). Yamanaka lacquerware, which is sold at mass retailers and household goods stores with many stores, has a low selling price. Even if the price of each product is more expensive, it is always a product that sells. I would like to grow it into a representative brand that enhances the value of Yamanaka lacquerware as much as possible.
　
Is "iroikoi", which is finished with spray painting that can only be done by Yamanaka lacquerware in Ishikawa Prefecture and Kaga City, really lacquerware painting? We will continue to develop unsolicited changes and gradations with craftsmen.
　
　

Commitment to the product

The beautiful nature and seasons of Kaga City, Ishikawa Prefecture are used as motifs
　
"Tsurusenkei" expresses the beauty of the river valley that flows along Yamanaka Onsen in Kaga City
　
A "snowy landscape" in which light shines into the scenery of snow falling on the trees of the valley
　
"Late summer" of the fantastic sunset seen from the Cape Coast of Kasa, Kaga City
　
The main products designed based on the three landscapes are:
Double-sided painted play plate
　
・ The outside is simple and the inside is a heavy box with contrasting colors
　
・ The surface is painted differently, and even on the back where only a little can be seen,
Gradient painted "plates", "bowls", "bowls", "cups"
It is a lifestyle brand that can be used as a vessel or interior decoration where you can feel the beautiful scenery of "wabi-sabi" in each product.
　
　
　
　

Who are supporting us?

　
At first glance, you may think that the product is "pottery?", but when you actually hold it, it is light. Many people who don't like to break are more likely to buy with an emphasis on materials.
　
The first question is often asked, "Is this lacquerware?", but Yamanaka lacquerware is purchased because it prefers to express a vividly unusual paint with "spray painting", which is a production method of lacquerware. Even families with small children buy because they want their children because they are more beautiful than their parents.
　
It is a product that is preferred by the generation that does not remind people of lacquerware from children to people in their 40s. At present, I feel that it will be accepted by users who match the target audience from the launch of the brand.
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