31st March 2025 – Saffron Brand Consultants has announced its partnership with West Japan Railway Company (JR West) on the Setouchi Palette Project, an initiative to make the Japanese region a better place for people to live and visit.
JR West has been working on the Setouchi Palette Project since 2018. In response to the impact of the COVID-19 pandemic, the project has evolved with a focus on its purpose: Stir the heart, drive the future, placing local communities and businesses at its core.
As part of its ongoing development, JR West is working with regional stakeholders and companies to realise an “open Setouchi for the world.”
With the aim of revitalising the Setouchi area, which is expected to see increased tourism demand in the post-pandemic period, JR West chose to partner with Saffron because of their expertise in place branding and reputation as a leading global agency. Together, they will refine the project’s brand strategy, focusing on sustainability and growth. The work will encapsulate a brand identity that represents Setouchi’s must-see and memorable elements, such as its food, accommodation, and transportation, to develop a truly authentic Setouchi experience.
Jacob Benbunan, CEO and Co-founder of Saffron Brand Consultants, commented: “We are honoured to work with JR West and the Setouchi Palette Project at such a pivotal moment in its journey. By working with JR West to position Setouchi as a globally recognised destination while preserving its unique character, we will champion the very best of the region, including its railways and Shinkansen journeys, which connect Japan’s major cities.”
Kouichi Haruna, Representative Director, Executive Vice President, Senior General Manager of Regional Revitalization and Development Headquarters at West Japan Railway Company, commented: “As we update the Setouchi Palette Project, we have an exciting opportunity for the region to become recognised worldwide for its beautiful islands and rich culture. Together with Saffron Brand Consultants, we can create a truly memorable identity for the region—from railway journeys to immersive cultural programs across various locations and more.”
