In collaboration with Mr. Ogata of Kutani Ceramic Laboratory (CERABO KUTANI), a multi-purpose cultural facility for Kutani ware, we were in charge of the comprehensive VI for Miyayoshi Seito's e-commerce-exclusive brand, tocowa, from planning to brand building. The new brand name was named Tokowa, and we designed a logo mark with "tocowa" and "Tokowa" hidden in the motif of a hexagonal plate, which is considered to be auspicious. We were approached by a long-established company to create a new brand that was different from anything they had done before, so we designed the business from start to finish, including the brand name, who the target market would be, and creating samples. After about four months of meetings, tocowa was born.