FUKUYA
Logo
Visual
Business Card
Envelope
Paper Bag
Entrance
Web
Philosophy
FUKUYA
HAPPY TOGETHER
Fukuya Co., Ltd. specializes in the planning and sales of prizes, capsule toys, and lottery-style merchandise, with operations extending to the United States, Hong Kong, and Taiwan. To more clearly convey its long-standing corporate philosophy, “HAPPY TOGETHER – Crafting Small Joys”, the company embarked on the development of a new logo. Given the high percentage of female employees, but the challenge of attracting more male talent in recruitment, the new design embraces a gender-inclusive tone and color palette—appealing to women while maintaining a unisex aesthetic. Additionally, as Fukuya celebrates its 70th anniversary, the logo was crafted to reflect a sense of heritage and tradition. Simultaneously, the company undertook a revision of its Mission, Vision, and Values (MVV). Through in-depth internal interviews, its nine core values were streamlined into five, structured along the axis of “Individual, Company, World.” To further enhance brand consistency, a new tagline and corporate statement were developed in harmony with the refreshed logo, strengthening the company’s visual and verbal identity as part of its rebranding initiative.
HAPPY TOGETHER
株式会社フクヤは、プライズ、カプセルトイ、くじなどの企画・販売を主軸とし、米国、香港、台湾でもプライズ事業を展開する企業。長年掲げてきた企業理念 「HAPPY TOGETHER -プチハッピーを創造するモノづくり-」 をより明確に伝えるため、新たなロゴ制作に着手しました。女性社員の割合が高い一方で、採用においては男性の獲得が課題となっていたため、女性に親しまれつつもユニセックスなトーン＆カラーを意識。また、創業70周年を迎える確かな歴史と伝統を感じさせるデザインを目指しました。同時に、既存のMVVの整理とリライトにも着手。社内インタビューを重ね、9つあったバリューを 「個人、会社、世界」 という軸で再構築し、5つに集約。さらに、新ロゴとの連動を強めたキャッチコピーとステートメントを策定し、視覚と言語の両面から企業のリブランディングを推進しました。
Client
Fukuya Co., Ltd.
Team
Creative Director : Yoshinaka Ono
Art Director : Yoshinaka Ono
Designer : Ryota Sugahara (SORA)
Copy Writer : Takeshi Amata
