The two people from flower brand "ashana," for whom we previously worked on logo design, approached us and asked us to be involved in the branding of their new store. When designing the logo for "ashana," we held a workshop to clarify the strengths and future prospects of their own brand, and they asked us to be involved in the branding of their new store as well, from the very beginning. The new store will be operated by Nakamura Ryokuchi Kensetsu, the parent company, but the two people from "ashana" will be involved in the operation itself.

In the case of a new store, we start from scratch and create something. Therefore, we first begin by working to materialize the client's image of the store. At this stage, the image is often still vague or only partially captured, so through interviews, we gather abstract images and words from the client's mind, put them into concrete words using Ckd, and materialize the image of the store they want to create. Once the direction the client wants to go in becomes clear, we then use references to visually clarify and share the direction of the store. By carefully materializing and sharing the client's image of the store in this way, there will be no discrepancies in the further progress and creation. This is an important step in designing a brand.

After that, we created a concept and proceeded with creating the store. We held regular meetings with the two of them to discuss not only the store image, but also management and products. The store will not only sell fresh flowers, but also take-out products, miscellaneous goods, and apparel, and will also hold art and music events, so we positioned the store as a lifestyle shop run by a florist. We proposed the name "HOUSE" as the store will have facilities for "ashana (flowers)," "cafe (food)," and "THE SHOP (miscellaneous goods)," and will be a place where people gather. The logo design also expresses a place where people come and go.

After that, they shot the brand image visuals and produced the website, shop tools, product stickers, etc. For the image visuals, the two members of "ashana" created flower arrangements to match the styling of the clothes. "HOUSE" is based on the concept of "be yourself and be beautiful like a flower," and has created a brand worldview that has a fashionable feel.

The store will open in Minami-ku, Fukuoka City in the spring of 2024, about a year and a half after receiving the offer. He is currently involved in the creation of the online shop. Furthermore, Nakamura Ryokuchi Construction, the operator of the store, is working with Ckd to renew its official website in order to unify the brand image following the opening of "HOUSE."