This branding strategy aims to reposition Hareruya Pantry as a Japanese convenience store that spreads positive energy. The primary value of this brand is positivity. This rebranding strategy is highlighted by the usage of the colours orange and yellow. The brand’s original name, Hareruya Pantry, was finally chosen as the rebranding name since it means sunny in Japanese.
The figure logo combines an ice cream cone and a sun. The sun can stand for energy, while the ice cream establishes a connection to the product. The figure mark also appears like a bulb, which might serve as a symbol of hope. I went with a bold and simple typeface because it could symbolise this modern brand. The Japanese brand name serves as an informative representation of it. To contrast with the brand name and convey the healing power of the brand, a thin, informal typeface was used for the tagline.
