( Foreque ) FIL Identity

For the launch of FIL, based in Minamioguni, Kumamoto, we led the development of the entire brand experience—from brand strategy and identity to art direction, graphics, architecture, interiors, furniture, and product design. The project began with a fundamental question: “What does it mean to be truly rich?” Rather than defining richness solely through economic or material value, we reconsidered it through the relationships between people, nature, and the objects that surround us, establishing this perspective as the foundation of FIL’s philosophy. By carefully studying the landscape and climate of Minamioguni, its inherited culture and craftsmanship, and the relationships among the people who live there, we sought to connect the value already embedded in the region with contemporary life. Rather than simply creating something new, the brand was conceived as a way to inherit local materials, techniques, and memories, reinterpret them through new relationships, and create value that can endure together with the region. This philosophy was translated not only into visual elements such as logo, typography, photography, and graphics, but also into architecture, space, furniture, and products. Rather than treating each as an individual design discipline, we integrated them into a single world through which FIL’s idea of richness could be experienced—creating a brand identity deeply rooted in Minamioguni while continuing to explore values with universal relevance.