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We conducted this VI project for Japan's largest auto accessory mega-store, which boasts a total site area of 3,000 tsubo (9,900 m2) and an observatory on the eighth-floor level. Taking the evolution from a traditional auto accessory store to a fun entertainment complex/leisure facility as our point of departure, we developed a character with exquisite communication efficiency for the new VI. We adopted an employee welcoming customers with a smile and a wrench as a motif to communicate a clear image of professions to which customers can entrust their beloved vehicles.
We also designed pictorial images to represent each product and service category and to provide easily understandable indications of the various zones inside the store. Signs using these images have helped to produce a vibrant store atmosphere.
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