A Sweet Symphony of Design: The Award-Winning Visual Identity
The heart of Fujiya Confectionery’s new visual identity (VI) is the “Smile Mark,” a clever emblem inspired by the iconic Peko-chan’s playful tongue-out gesture. This instantly recognizable symbol transcends language barriers, evoking the universal joy of savoring delicious treats. It’s more than just a logo; it’s a visual promise of happiness, reflecting Fujiya’s long-standing wish to “make the world happy with sweets.”
Complementing the vibrant “Smile Mark” are two other crucial elements. The “Store Name Logo” has been refined with a sophisticated Ming-style typeface, conveying a sense of premium quality and timeless elegance. This is paired with the “Family Mark,” established in 1961, which serves as a foundational symbol of the brand’s unwavering heritage and enduring affection from generations of fans. Together, these elements form a cohesive and compelling visual language that speaks volumes about Fujiya’s brand philosophy.
The Global Stage: GOLDEN PIN DESIGN AWARD
The GOLDEN PIN DESIGN AWARD, often heralded as “Taiwan’s Good Design Award,” stands as one of Asia’s most significant design accolades. Established in 1981 and managed by the Taiwan Design Research Institute, a government-backed organization based in Taipei, this award seeks to identify and celebrate outstanding and innovative design works from across the globe. Its mission extends beyond mere recognition, actively encouraging businesses to embrace design, fostering public appreciation for design, and expanding market horizons. This award is a testament to the global appeal and innovative spirit embedded in Fujiya’s new VI.
A Future Brighter Than Ever
This prestigious award not only brings international acclaim to Fujiya Confectionery but also highlights the evolving landscape of Kawaii culture. It demonstrates how a beloved Japanese character can inspire a modern, award-winning visual identity that resonates globally. As one fan might exclaim, “Peko-chan’s smile truly brightens the world, and now her design is getting the recognition it deserves!” This achievement solidifies Fujiya’s position as a brand that continues to innovate while staying true to its sweet, joyful roots, promising a future filled with even more delightful experiences for consumers worldwide.
For more information on the award and Fujiya’s brand:
