Daikichi​​​

​​

​This is a rebranding project of a chain of pawn shops in Japan. The shop's name in Kanji means “Big Fortune / Big Luck”, and the current shop exterior and interior are old-fashioned. The key is how to present a new identity based on the former identity, so as NOT to lose the trust of frequent customers, while also creating a new, vivid, and fresh impression for new customers.

​

This project collaborated with interior designers, and, mainly, they wished to design the interior as a cafe with a Mediterranean ambience. When it comes to the Mediterranean, we think of the ocean, and the image of the ocean brings us a sense of relaxation.

 

Regarding the new logotype, I identified key elements to follow, with some slight changes from previous CI systems. Also, to increase public affinity, I created a mascot of a sea turtle. In Japanese culture, the sea turtle contains many good meanings, and of course, Big Fortune is one of them.