We handled the total branding of a specialty chili pepper shop in Kyoto, including art direction, logo and logotype design, packaging design, copywriting, architectural direction, signage, in-store POP design, photography, and e-commerce site design. With the aim of allowing customers to discover “surprise” and “enjoyment” through chili peppers, the logo was designed by combining the exclamation “Oh!”—expressing astonishment—with the initial “O” of the brand name Ochanokosaisai. A hidden chili pepper inside the “O” conveys the brand’s playful spirit.