“PLAZA” Rebranding

Founded in 1966 as an “American-style drugstore,” PLAZA has grown over 58 years alongside changing times. In an era where global information and products are instantly accessible through a single smartphone, it became essential to reconsider the brand’s role in contemporary society.
Approaching its 60th anniversary, PLAZA embarked on a rebranding initiative — aiming to become a brand loved both inside and outside the company, redefining what PLAZA means to people today.

Based on insights gathered from a wide range of interviews, PLAZA redefined its role for the coming era as a “Life-Motivating Brand” — one that brings more heart-stirring, joyful moments into people’s everyday lives in various ways. With the new mission “Raise the heartbeat of everyday life,” PLAZA introduced the new slogan “HEARTS UP!” and established its renewed brand values, strengths, and statement. Together, these elements express PLAZA’s aspiration to inspire excitement and emotional uplift in daily life, evolving from a “lifestyle store” into a brand that motivates and energizes people at heart.

In the renewal of the VI, the new design references the line of the “P” from the PLAZA logo, incorporating a heart tilted 45 degrees upward to the left — a visual embodiment of the brand’s uplifting spirit and its desire to elevate people’s moods. By “renewing while inheriting,” the goal was to create a design that naturally preserves the brand’s heritage while feeling fresh and relevant, resonating both internally within the company and externally with fans. The new VI system also adopts the *Bento Grid* concept, visually expressing the playful and diverse shopping experience one feels when visiting a PLAZA store. This system allows for consistent and flexible application across various touchpoints — from in-store visuals to web, app, and digital signage — establishing a unified brand image and reinforcing the seamless connection between online and offline experiences.

As a brand action embodying the new mission, we launched Hearts Up! Shopping. Instead of using a conventional shopping basket, customers were invited to enjoy a new kind of shopping experience by carrying a gift box. They could choose from eight types of boxes (two colors × four sizes) and sixty original stickers, then seal the box with their selected sticker to create a one-of-a-kind, personalized gift. Whether for special occasions or everyday moments—as a present for someone important, a thoughtful souvenir, or a treat for oneself—this experience was designed to bring joy to both the giver and the receiver. The initiative also served as a lively way to share the rebranding with the public.