We were responsible for the name, VI (visual identity), and sign design for "HIYOSHI SHISHA," which opened in August 2024 in Hiyoshi (Futsube-dori), Yokohama City, Kanagawa Prefecture. The spatial design was handled by Yasumasa Hayashi, Shu Yokoo, and Shinpei Kojima of Yokohama-based architectural design firm ArchTank, who were responsible for the design and direction. For the design concept, please refer to ArchTank's website (link above). The client's two requirements for the visuals were "clarity" and "Hiyoshi-ness." To express "clarity" in the logo, we used simple typography based on Helvetica and Arial, based on the green of the plants that are abundantly incorporated into the space. The white line background element, which is based on the motif of shisha smoke, not only symbolizes the shisha bar, but also represents the contour lines of Hiyoshi's topography, making it a design element that symbolizes Hiyoshi. Hiyoshi is an area characterized by its rich elevation changes due to the Tamagawa Hills, and the shisha smoke motif cleverly expresses the region's unique topography. The completed visual was used as signage for the store entrance and restrooms, maintaining a sense of unity while maintaining the smoke motif. The signage at the store entrance reverses the base colours for daytime and evening hours, allowing the ease of entry to be adjusted depending on the attributes of visiting customers, which is one of the features of the logo's versatility and durability. Hiyoshi, where Keio University is located, is an area where many young people gather, and it is hoped that this store will grow into a place that not only draws in shisha, but the whole of Hiyoshi.