( Projects )
From brand concept to naming, logo, and packaging — everything was renewed.
In just two days from announcement to launch, it achieved the highest exposure in FamilyMart’s history.
Issues
In the convenience store industry, a long-standing rivalry has persisted between FamilyMart and Lawson for the second-place position, trailing behind the dominant leader, Seven-Eleven.
In the convenience store industry, a long-standing rivalry has persisted between FamilyMart and Lawson for the second-place position, trailing behind the dominant leader, "Seven-Eleven."
In the realm of private brands as well, "Seven Premium" had established itself as the clear frontrunner.
Meanwhile, FamilyMart’s private brands were divided into two separate lines — "FamilyMart Collection" for snacks and daily goods, and "Okaasan Shokudo" ("Mom’s Diner") for prepared and frozen foods. This split led to inefficient, fragmented communication, and "Okaasan Shokudo" in particular lacked a strong association with the FamilyMart brand.
FamilyMart aiming for a leap forward on its 40th anniversary.
In September 2021, FamilyMart celebrated its 40th anniversary and launched a variety of initiatives under the theme of “40 Good Things!?” Among them, the largest project was the unification of its two existing brands and the launch of a new private brand.
Solutions
Improving FamilyMart’s UX.
This renewal was approached as an initiative to improve FamilyMart’s UX — making it easier to use, enhancing the overall experience, and expressing the essence of “FamilyMart-ness” more clearly.
Just as users quickly uninstall smartphone apps that feel inconvenient, people today are highly sensitive to usability. To reduce stress at the store level, our goal was to design a shopping experience that feels easy to use and easy to choose, ultimately reinforcing the perception that FamilyMart is a brand that’s kind to its customers.
The design concept is “F-Universal.”
The concept behind the package design was “F-Universal” — FamilyMart’s idea of a “fun” universal design. Every package features a circular product photo, creating a lively and cheerful shopping experience as the round shapes line up on store shelves.
To make it instantly recognizable as a FamilyMart product from any angle, the design uses the brand’s signature colors: blue, green, and white. The surrounding white frame adopts a superellipse shape — commonly used in modern app and icon UI — offering a familiar and contemporary feel.
By incorporating a mark and nickname that anyone, regardless of age or gender, can recognize and smile at, the brand achieved rapid recognition as a private label. The design also aligns perfectly with FamilyMart’s core values of “friendliness” and “fun,” helping it gain wide acceptance.