The incense of Awaji Island and the matches of Harima: These two traditional industries of Hyogo Prefecture first encountered each other in 2011. The collaboration started with the idea of an incense that could be lit like striking a match and was followed by 3 years of trial and error. An aromatic product with properties of strength and fragrance was developed, which did not break even when struck like a match. The selection of a fragrance fitting for the brand’s worldview. The names of products and packaging were developed to convey the sensibility of today’s Japan. All those things were ‘designs’ to create a new way of enjoying fragrance.