The brand design of HitotubuKanro was developed to appeal to women. Instead of making the word “ro” a Katakana (a Japanese character) square, the designer rounded the corners of the logo, so that it has the shape of a piece of candy. The contour of the logo is used as a key visual in different colours. This gives the product a soft and cute image. Celebrating its 100th anniversary, the company established its first original store. The new design evokes consumers’ feelings from childhood.