Daily Bread
Japan Tobacco, the former state-run cigarette monopoly, is also active in other fields such as beverages, medicines, food and real estate. Prior to their 2002 takeover of Saint Germain, a chain of bakeries with 97 shops nationwide, JT opened and ran a pilot bakery in Tokyo for data-gathering purposes. They required a visual identity to communicate the shop to consumers.

Creative Response
The positioning of the shop was as an everyday French-style boulangerie selling delicious, fresh-baked bread. Bravis created a corporate mark to reflect this, with a handwritten logotype centered around an inviting loaf of bread. The mark had a friendly, casual look to encourage the public to make L’airbon their everyday bakery.

Services
- Brand Identity
- Design system＆Application
- Brand Identity Manual
- Shop Design