creative

An awkwardly fun brand OJICO

Thinker visited Japan at the end of last year and saw a logo at the Tokyo station that left a deep impression. At the time, I thought to myself, the expression looks very melancholy and out of place, why would they use it?!

This also made me want to find out more about this brand. At the right of the sign was their slogan “楽しくないTシャツなんて欲しくない” which means, "I don’t want an interesting t-shirt at all.” Then, I took a look at the t-shirts they designed, all of them were very amusing, and they also had a lot of interactive products that emphasized family which were awesome! So I went online to investigate the logo’s design concept which was simple but a little glum. This face is formed by the 5 English letters OJICO and the designers wanted to express the feelings of “surprise” and “communication.” People will naturally notice people’s expressions, and everyone feels differently when they see it. Some people think it is kind of funny and awkward, some think it is confusing, and the fact that the face is formed by the letters OJICO makes it hard to forget.

Regardless, through the brand concept and logo, the brand’ spirit can be found throughout the product design, and it is indeed a brand that makes you smile!

Back to insights

More we thought

brand

Why Even Branding Agencies Must Rebrand in This Era

In the past, branding agencies were often seen as the ones who build identities for others—focused solely on guiding clients through transformation and growth. But as markets shift, aesthetic languages evolve, and business models continuously adapt, branding consultancies themselves must evolve as well. A brand is no longer just a visual symbol; it is a strategic system in motion. If an agency’s own brand stands still, it becomes difficult to respond to clients’ expectations for the future. This is why, in recent years, more and more design and consulting firms have chosen to rebrand—updating their identities, integrating services, and even redefining their global positioning. These changes are not about chasing trends. They are responses to structural shifts in the way brands are built, experienced, and sustained.