I had the honor of directing the total rebranding for Azuma Shokai, a historic bicycle trading company founded in 1911.
Starting out as Japan's oldest bicycle shop, Azuma Shokai now handles world-leading road bike brands such as Cervélo and Lapierre. Through extensive interviews, we identified the core strengths cultivated over their 110+ year history and began our proposal by defining the new direction of their brand image.
In addition to the logo and Corporate Identity (CI), I designed a comprehensive suite of business tools, including business cards, envelopes, uniforms, stickers, and lapel pins.
Since their showroom and website were also undergoing renewal simultaneously, I shared the new art direction with the respective teams to ensure a cohesive brand experience across all platforms.
It was a great privilege to be part of the new chapter of such a historic company.
創業1911年。日本最古の自転車店から始まった老舗自転車商社「東商会」様のトータルリブランディングを担当させていただきました。
サーヴェロやラピエールなど、世界を代表するロードバイクブランドを数多く取り扱う東商会様。創業110年を超える歴史の中で培われた「強み」を徹底的にヒアリングし、ブランドイメージの方向性からご提案をスタートしました。
今回はロゴやCIの刷新にとどまらず、名刺、封筒、ユニフォーム、ステッカー、社章に至るまで、あらゆるビジネスツールをトータルでデザインしています。
また、ショールームとウェブサイトも一新されるタイミングであったため、各制作チームへブランドの新たなアートディレクションを共有し、すべてのタッチポイントにおける統一感を作り上げています。
歴史ある企業の新たな挑戦に携わらせていただけたことを、大変光栄に思います。
#branding #artdirection #graphicdesign #logodesign #logodesign
Client
Than Ca Co., Ltd.
Role
Art Direction / Logo Design / CI / Web Design / Business Card / Booklet
Overview & Concept
A comprehensive rebranding project for "Than Ca," a Japanese company specializing in the renovation of residential and commercial spaces.
The design visualizes the company's philosophy derived from its name: leaving a lingering "scent" (残香 - the afterglow of a space) and preserving "value" (残価 - physical and social value). The concept embodies the desire to pass down the client's vision and the quality of craftsmanship to future generations while retaining the unique resonance of the space.
Symbol Mark & Design System
The symbol mark is constructed from the initials "T" and "C," inspired by the playful feeling of building blocks. Its key feature is its ability to transform freely despite its simplicity. By rearranging the components based on set rules, this highly scalable system allows for the infinite creation of patterns and textiles while maintaining the core brand identity.
Typography
For the primary English typeface, we selected *Reross*, a revival font created to commemorate the 100th anniversary of the Bauhaus. It has a high affinity with the geometric symbol mark and ensures strong design aesthetics.
For Japanese text, we paired it with *Noto Sans Japanese* to convey sincerity and high legibility. *Nimbus Sans* is used as a secondary English font for a clean, modern look, resulting in a beautiful and highly readable typographic layout.
Client
株式会社 Than Ca
Role
Art Direction / Logo Design / CI / Web Design / Business Card / Booklet
Overview & Concept
住宅・商業施設のリノベーションを手掛ける「Than Ca」の総合的なリブランディングプロジェクト。
社名の由来である「残香（空間の余韻）」と「残価（物理的・社会的価値）」をキーワードに、空間の余韻を残しつつ、お施主様の想いやモノづくりの良さを後世へ引き継いでいくという理念を視覚化しました。
Symbol Mark & Design System
シンボルマークは、頭文字の「T」と「C」を積み木で遊ぶ感覚で構築しています。シンプル�
