The logo was created based on Kanji, the logographic characters of the Japanese writing system. It carries meaning as a whole, encompassing both the Kanji letters and the surrounding shape. I removed the top portion of the first character, which represents “grass” or “plant,” and transformed it into a stem for vegetables and fruits. This approach makes the logo more universal while preserving its representation of Japanese culture.

I created a series of vegetable icons, focusing on those commonly sold in Japan but rarely seen in the United States. The organic, imperfect lines and shapes of these illustrative icons contrast with the clean geometric logo and typography while also reflecting the natural aspects of organic vegetables—one of the key concepts of this branding.