Fresh identity makes waves for Toyotomi

Pemberton & Whitefoord has created the corporate identity for Japanese dairy Toyotomi, recently acquired by retail chain Seicomart.

Pemberton & Whitefoord has created the corporate identity for Japanese dairy Toyotomi, recently acquired by retail chain Seicomart.

The identity will be formally launched in July with the opening of a new milk factory. Pemberton & Whitefoord was initially commissioned to create a logo and stationery for the new building, before being invited to roll out the identity programme.

A brand manual, internal and external signage, workwear, and liveries for vehicles and the factory were all then developed.

According to P&W designer Richard Hennings, the inspiration for the “techno-futuristic” design came from a chance remark from Toyotomi about the site of the new factory.

“It was to be on a peninsula of land part surrounded by water, near to Mount Fuji. This gave me the idea of using concentric circles to create the impression of ripples, which also work well as a symbol for milk, ” he says.

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