A brand that expresses people's feelings and deliciousness in the shape of a "leaf”.

I was in charge of the redesign of the brand “FEUILLAGE”, which was born from Morozoff’s long-selling FEUILLAGE. In order to have customers recognize their brand of sweets in the shape of leaves, we have developed a new leaf symbol mark composed of the FEUILLAGE logotype. When thinking about the concept, I researched the origin of the use of “leaves” in the Japanese kanji for “kotoba” and the origin of the use of “leaves” in the Japanese word “postcard”. Then I learned that in the olden days, Japanese people used leaves to represent their hearts. So, with the French tagline, ‘Nos spécialités en forme de feuille, pleines de saveur et d’amour pour vous…’ Together with dci, we worked on everything from the concept to the worldview and colors.
(Products will be sold as limited packages from October 5th to October 18th, 2022 at the Tokyo Station Daimaru event, and from November 2nd at the Ikebukuro Seibu event.)

Credit /
Client: Morozoff Ltd.
Creative Direction: Oki Noma (dci)
Art Direction & Design: Daisuke Kobayashi (SUKEDACHI DESIGN)