Kawaji Japanese Culture

Kawaji is a retail brand based in the UK, produce confectionery products from and inspired by Japanese culture and lifestyle. Kawaji was formed using the words kawaii and kaiju. Kawaii is the culture of cuteness in Japan and Kaiju is a Japanese genre of films and television featuring giant monsters. The rough translation would be cute monster! piece of candy was dropped in to the volcano of mount Fuji.

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Extraordinary Visual Identity

The logo depicts a cute monster character named Ju-Ji. Ju-ji was born when a small little piece of candy was dropped in to the volcano of mount Fuji. Ju-Ji our cute little candy monster, loves all things sweet, and wants to share his love to the candy with the world.

Dynamic Core Elements

Kawaji brand core elements, colours, patterns and supergraphic inspired by Asian culture such us Asian folding fans, Origami, traditional houses, and well known landmarks such as Mount Fuji (Fuji-san) in Japan, the great wall in China (Wanli Changcheng), The N Seoul tower in Korea (Namsan Tower) and more.