Recreating the Refreshing Flavors of Childhood - YOSHIO ICE CREAM

童年時祖父的冰淇淋店沒有停留在記憶中風化，而是潛移默化的發酵，對篠永奈緒美（Naomi Shinonaga）來說，小時候家裡在夏天製作和販賣冰品、人們愉快地品嚐的場景，令人難以忘懷，甚至居住於紐約時也關注著冰淇淋店裡人們享用的畫面，正是這些時刻激發了讓祖父的冰淇淋店以新形式繼續下去的想望。

The ice cream shop owned by Naomi Shinonaga's grandfather in her childhood didn't merely fade in her memory but subtly fermented over time. For Shinonaga, the scenes of her family making and selling cold treats in summer, and the joyful people savoring them, are unforgettable. Even while living in New York, she was attentive to the scenes of people enjoying ice cream in shops. These moments have inspired a desire to continue her grandfather's ice cream shop in a new form.

優異的組隊實現想望

這間位於日本瀨戶內的冰淇淋店「YOSHIO ICE CREAM」由服飾品牌COSMOS TRADING INC.營運，擔任CEO兼創意總監（the CEO and Creative Director of COSMOS TRADING INC.）的篠永奈緒美，在此前累積管理的學識，於國內外工作時培養國際視野並累積了人脈，這些成為營運的養分。

放在心中已久的想望迎來了一個機會，當時她思忖著是否翻新已過時的自助洗衣店，結合冰淇淋店運營的想法就此萌芽。篠永奈緒美找來過去合作過的SUPPOSE DESIGN OFFICE改造原始建築，在最小限度的調整中進行必要機能的擴建；以及角谷庸一（YOICHI KADOYA）做品牌識別，以「瀨戶內工藝冰淇淋」作為品牌概念，選擇橙和綠為主色，靈感來自瀨戶內盛產的柑橘類水果，也利用討喜的Logo發展原創商品，如手提包和貼紙；產品顧問由米其林主廚掛川哲司（SATOSHI KAKEGAWA）擔任，也協助研發菜單。

An Excellent Team Fulfills Desires

"YOSHIO ICE CREAM," an ice cream shop located in Setouchi, Japan, is run by the clothing brand COSMOS TRADING INC. Naomi Shinonaga, who serves as the CEO and Creative Director of COSMOS TRADING INC., utilized the knowledge she gained from her previous managerial roles, developed a global perspective through working domestically and abroad, and cultivated a wide network of connections. These have become the nourishment for the shop's operations.

A long-held desire found an opportunity to come to fruition as she contemplated renovating an outdated laundromat, and the idea to operate an ice cream shop was conceived. Naomi Shinonaga brought on SUPPOSE DESIGN OFFICE, with whom she had worked in the past, to remodel the original structure, undertaking essential expansions with minimal adjustments. Yoichi Kadoya was tasked with brand identification, creating the brand concept as "Setouchi Craft Ice Cream," and choosing orange and green as the primary colors, inspired by the citrus fruits abundant in Setouchi. They also used the appealing logo to develop original merchandise, such as tote bags and stickers. The product consultant was Michelin-starred chef Satoshi Kakegawa, who also assisted in developing the menu.

延續祖父的簡樸與正念

YOSHIO ICE CREAM的營運精神承繼著祖父簡樸的理念：支持在地生產者與供應商，使用在地食材；講求製冰步驟的細致工藝；無香料、無色素、無添加劑，確保食用安全與健康；注入使人愉悅的可愛元素；注重環保永續。

篠永奈緒美希望顧客能將冰淇淋作為日常生活的一部分，因此結合洗衣日常與品冰體驗，同時達到互惠。此外，也通過冰淇淋展示這個地區的特色，創造豐富飲食文化的循環，藉由美味帶給社區笑容，食材供應者也產生幸福感。迷人的冰淇淋亦吸引各方遊客，為社區做出貢獻，這樣的情感根植於祖父的價值觀。

Continuing Grandfather's Simplicity and Mindfulness

The operating ethos of YOSHIO ICE CREAM embodies the grandfather's philosophy of simplicity: supporting local producers and suppliers by using locally sourced ingredients; paying attention to the meticulous craftsmanship of ice making; ensuring food safety and health by not using flavorings, colorants, or additives; infusing delightful and adorable elements; and emphasizing environmental sustainability.

Naomi Shinonaga hopes that customers can make ice cream a part of their daily lives, hence combining the routine of laundry day with the experience of enjoying ice cream, thereby achieving mutual benefits. In addition, by showcasing the region's characteristics through ice cream, she creates a cycle of rich food culture. She brings smiles to the community through deliciousness, and the suppliers of the ingredients also derive a sense of happiness. The enchanting ice cream also attracts tourists from all over, contributing to the community. These sentiments are rooted in her grandfather's values.

讓店鋪理念與設計回歸家鄉

店舖的設計由SUPPOSE DESIGN OFFICE操刀，他們總能在精緻的空間中創造出一種熟悉感，並且提出超越期望的設計。由於建築師與篠永奈緒美同樣出身於瀨戶內地區，談到當地的氛圍和食材總有共通語言，這也是彼此合作的關鍵因素。

SUPPOSE DESIGN OFFICE成功地傳達了瀨戶內地區的精髓，將舊元素以當代的形式重新詮釋，這與YOSHIO ICE CREAM的經營理念一致，綠色磁磚也與品牌色相呼應，讓舊建築融入周圍的自然環境，並且注入懷舊的魅力與和諧的氛圍。在洗衣空間中置入「365天假期」的歡樂概念，以乒乓球桌取代工作檯，增添了枯燥例行事務的趣味感。室內外設置長椅，甚至柱子下都有座位，創造裡外連接不斷的休息區塊，自助洗衣店於是成為舒適的場所，營造輕鬆與吸引人的氛圍，人們順道而過時便隨性駐足交談，讓此地成為了社區的社交中心。

Bringing the Store Concept and Design Back Home

The store's design was undertaken by SUPPOSE DESIGN OFFICE, who always manage to create a sense of familiarity in exquisite spaces and propose designs that go beyond expectations. As both the architects and Naomi Shinonaga hail from the Setouchi region, they find a common language when discussing the local atmosphere and ingredients, which has been a crucial factor in their collaboration.

SUPPOSE DESIGN OFFICE has successfully conveyed the essence of the Setouchi region, reinterpreting old elements in a contemporary form. This aligns with the business philosophy of YOSHIO ICE CREAM. The green tiles resonate with the brand's color, allowing the old building to blend into the surrounding natural environment, while infusing it with a nostalgic charm and a harmonious atmosphere. The concept of "365-day holiday" is incorporated into the laundry space, with a ping-pong table replacing the workbench, adding a sense of fun to mundane routine tasks. Benches are set up both inside and outside, with seats even under the pillars, creating an unbroken rest area that links the interior with the exterior. Thus, the laundromat becomes a comfortable place, creating a relaxed and appealing atmosphere. People casually stop to chat as they pass by, making it a social hub for the community.

連結在地食材與情感

瀨戶內地區以豐富的地產聞名，YOSHIO ICE CREAM堅持使用真實的在地食材，冰淇淋自然舒服的色澤來自未經過精煉的糖，如紅糖，因此客人們也反饋道，冰淇淋來吃起來像水一樣滑順、清新。初期開發時，篠永奈緒美要求以在地食材結合草藥與香料等做出基底，這些想法來自於國外生活與旅遊時造訪餐廳的啟發，希望社區人們能品嘗到熟悉而懷舊的味道，同時也是新穎創新的體驗。

除了一年四季供應的經典口味，比如在地新鮮綠茶製作而成的「抹茶白巧克力」，還有許多季節限定口味，例如「蜜瓜檸檬」是炎炎夏日推薦的口味之一，使用來自香川縣的蜜瓜和愛媛縣的檸檬皮，此組合捕捉了夏天的韻味，清新而甜蜜。此外，也提供各種飲品搭配冰淇淋，包括當地咖啡「icoi coffee」和Tsubame Brewery的精釀啤酒。更與當地麵包店「hutte」合作推出冰淇淋三明治，大受消費者歡迎。

使用在地食材的堅持讓YOSHIO ICE CREAM能夠建立一個農民網絡，藉此獲得其他農民或原料的資訊，也與志同道合的當地商店合作，擴大的網絡聯繫著友誼，定期舉辦食品和葡萄酒活動將眾人聚在一起。將活動分享在社群上時，總能獲得粉絲的熱烈回應，形成了更廣泛的參與，好似再現了祖父冰淇淋店那個人們和樂幸福的場景。

Connecting Local Ingredients and Emotions

The Setouchi region is famous for its rich local produce, and YOSHIO ICE CREAM insists on using genuine local ingredients. The natural, soothing color of the ice cream comes from unrefined sugars, such as brown sugar, leading customers to feedback that the ice cream tastes as smooth and refreshing as water. During the initial development, Naomi Shinonaga demanded a base made of local ingredients combined with herbs and spices. These ideas originated from inspirations she got from visiting restaurants while living abroad and traveling. She hopes that the people in the community can taste familiar and nostalgic flavors, while also experiencing something novel and innovative.

In addition to classic flavors available all year round, such as 'Matcha White Chocolate' made from local fresh green tea, there are many seasonal limited flavors. For example, 'Melon Lemon' is one of the recommended flavors in the scorching summer. It uses melons from Kagawa Prefecture and lemon peel from Ehime Prefecture, capturing the essence of summer - refreshing and sweet. Additionally, various drinks are provided to accompany the ice cream, including local coffee 'icoi coffee' and craft beer from Tsubame Brewery. They have also collaborated with local bakery 'hutte' to introduce ice cream sandwiches, which are highly popular among consumers.

The commitment to using local ingredients allows YOSHIO ICE CREAM to build a network of farmers. This network provides information about other farmers or raw materials and collaborates with like-minded local stores. The expanding network fosters friendships, and regular food and wine events bring people together. When these events are shared on social media, they always receive a warm response from followers, resulting in broader participation. This seems to recreate the joyous and happy scenes at her grandfather's ice cream shop.