West Japan Railway Company and Saffron unveil brand strategy and identity, positioning Setouchi as Japan’s “Third Destination”

West Japan Railway Company (JR West) and Saffron Brand Consultants today unveiled a new brand strategy and visual identity for the Setouchi region, positioning it as Japan’s “third destination” for modern international luxury travellers, alongside Tokyo and the Kyoto-Osaka region.

Developed as part of JR West’s broader ambition to strengthen the region’s global tourism appeal, the strategy marks a shift in how the railway company supports regional development: evolving from a transport provider into a steward of a complete visitor experience across the Seto Inland Sea.

The work builds on the Setouchi Palette Project, launched by JR West in 2018 to revitalise the Seto Inland Sea region. While Japan continues to attract record numbers of international visitors, most travellers still follow the well-known “Golden Route” between Tokyo, Kyoto and Osaka.

By analysing global travel behaviours and audience needs, Saffron and JR West created a unified story that connects travel, culture and everyday life across seven prefectures, offering international visitors a slower, more considered way to experience Japan beyond its currently most visited destinations.

The new strategy is grounded in the brand promise “Where the extraordinary hides in plain sight”, inspired by the beauty and rhythm of the Seto Inland Sea and the more than 700 islands that shape the lifestyle of the region. Setouchi embodies a welcoming spirit shaped by the connection between land and sea. Art, nature and local life exist in harmony here, creating a place where moments of discovery emerge naturally from daily rituals. This insight informed both the brand strategy and identity, focusing not only on where travellers go, but how they experience the journey.

Working closely with JR West, Saffron developed a comprehensive brand platform for the region. The work includes brand strategy, experience blueprints, audience personas and a full verbal and visual identity system (including logo, colour, typography, iconography, photography, motion, graphic language and layout system).

By mapping travellers’ entire journey—sparking initial interest, what they experience while in Setouchi, and extending the emotional connection even once they leave—Saffron is helping JR West weave a coherent regional narrative across touchpoints that supports regional growth.

Physical executions will run across station environments, in-train messaging and digital animations, including a large-scale film installation at Osaka Station, one of the nation’s busiest.

The new brand will be formally presented at the JR West President’s press conference on 18 March 2026. It will support JR West in increasing awareness of Setouchi among international travellers and encouraging exploration beyond traditional tourist routes, reinforcing demand across JR West’s regional and Shinkansen services.

The launch comes at a pivotal moment for Japan’s visitor economy, with international arrivals surpassing 42 million in 2025 and the country targeting 60 million visitors and ¥15 trillion (about $95 billion) in tourism revenue by 2030.

Kouichi Haruna, Representative Director, Executive Vice President, Senior General Manager of Regional Revitalization and Development Headquarters at West Japan Railway Company, added: “In promoting ‘Setouchi Palette Project’ forward, we have partnered with Saffron Brand Consultants to engage in place branding, with the goal of establishing Setouchi as a world-class destination of captivating charm.

Saffron’s insight—that the ‘everyday life’ of Setouchi, including its landscapes, lifestyles, and the daily activities of its people, represents a ‘truly unique and extraordinary experience’ for international visitors—has provided us with profound new perspectives and reinforced our confidence.

Taking a lead role, the JR West Group is committed to showcasing the allure of Setouchi to the world through co-creation with a diverse range of partners, including local communities and businesses. By preserving and nurturing the intrinsic value of ‘living’ in this region, we strive to contribute to the sustainable development of the Setouchi area.”

Jacob Benbunan, CEO and Co-founder of Saffron Brand Consultants, commented: “We created a brand that works as an experience system, connecting destinations, communities and touchpoints into one coherent narrative. By unifying the region in this way, we’re helping travellers understand Setouchi as a holistic journey rather than a collection of separate places.

Through cultural storytelling, we aimed to reveal the true spirit of Setouchi: a place where the extraordinary hides in plain sight and where moments of wonder emerge naturally from everyday life.”

Saffron is an independent global consultancy dedicated to creating brands, and building memorable experiences. With teams in London, Madrid, Tokyo and Vienna, we help businesses deliver the promise of their brand through strategy, design and product.

JR West is a leading railway operator in western Japan, managing a 5,000-kilometer network across 18 prefectures. Beyond transportation, JR West is engaged in retail, dining, shopping centres, hotels, and real estate, contributing to regional development and economic vitality. From its base in western Japan, JR West works with partners to address regional challenges and build a sustainable, dynamic future.