Fujiya

This is a rebranding campaign for Fujiya, a national brand with a history of over 100 years, widely known not only in Japan but also overseas, mainly in Asia. Regardless of improvements in product quality and price increase, their long history built a retro vintage image, and required an update. Plus, their various identities ranging from the “F” mark, pivotal to the brand as its corporate mark, two “FUJIYA” logotypes each in Kanji characters and English alphabets, to their character “Peko-chan”, were reviewed and systemized, with a logomark newly created based on the iconic “Peko-chan” mouth.