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Category
Branding / Branding Systems / Identities - Print
Annual ID
ADC103_BCD066M
About the Work
The client, Sunshine City Corporation, is a commercial real estate leasing and management company that owns and operates Sunshine City, a large, mixed-use commercial centre in Tokyo's Ikebukuro district. The company had also acquired a 60 year-old, 3-storey building nearby that they were converting into a pub restaurant and event space, and asked us to develop a branding and design concept for the renovated building.
From the outset, we felt the best way to maximise the building’s value would be to give it an identity that was intimate, organic and comforting — something that would complement and stand in contrast to the sleek high-rise towers of Sunshine City. We also felt the brand should reflect the character of the Ikebukuro area, which was historically a rather chaotic place made up of a maze of back alleys and byways. We wanted it to be a welcoming 'safe space' where names and labels don't matter, and where a diversity of people can come together to enjoy each other's company both during the day and at night.
To help us achieve these multiple objectives, we defined 'informality', ‘anarchy', and 'inclusivity' as keywords to guide our brand identity and design development.
From the outset, we felt the best way to maximise the building’s value would be to give it an identity that was intimate, organic and comforting — something that would complement and stand in contrast to the sleek high-rise towers of Sunshine City. We also felt the brand should reflect the character of the Ikebukuro area, which was historically a rather chaotic place made up of a maze of back alleys and byways. We wanted it to be a welcoming 'safe space' where names and labels don't matter, and where a diversity of people can come together to enjoy each other's company both during the day and at night.
To help us achieve these multiple objectives, we defined 'informality', ‘anarchy', and 'inclusivity' as keywords to guide our brand identity and design development.
2024 Awards
Total Points: 3
Merit Honor
Credits
Agency
Dentsu Inc. / Tokyo
Design Firm
J.C.SPARK inc. / Tokyo
Art Director
Kimiko Sekido
Midori Manda
Copywriter
Mariko Fukuoka
Creative Director
Haruko Tsutsui
Designer
Wataru Sakamoto
Izumi Kataama
Director
Yuta Harasawa
Executive Creative Director
Yoshihiro Yagi
Illustrator
Ren Yamakawa
Photographer
Ryo Funamoto
Printing Company
NISSHO CO. / Tokyo
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