Designed by Sou Fujimoto, Usagi is a concept store that houses an art gallery, library, and cafe, all-in-one. The Gallery showcases the work of both local and global talent, providing a place of discovery for everyone. At Toda, I created Usagi’s new visual identity which features a dynamic system of active icons that symbolize the creative spirit of the brand. The primary logo represents the overall organization and features an organic visual line drawing that is
inspired by the movement of people within a space. This form embodies personalized adaptability of Usagi’s experimental spaces and its commitment
to collaborate with local artists.