This project for FREDS cafe and bakery shops, which are operated by the Hankyu Railway's Distribution Division, involved reestablishing the VI/SI already deployed in station areas along the Hankyu Railway line. In accordance with FREDS' shift from a bakery business centered on bread sales to a chain of cozy shops placing greater emphasis on the cafe business, we employed evolution of the overall design for the SI (store identity) to give the shops a sophisticated impression with special appeal for their many women customers.
The new VI centered on development of a logo presenting the "F" in FREDS symbolically and three-dimensionally.
The use of dark red, orange and pink-tinted beige gives the logo high visual impact. We designed the signs deployed in the SI to make the shops recognizable at a glance, and to give them a contemporary urban appeal making the most of their favorable station area locations.