PāruPāru — Brand Identity

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PāruPāru

PāruPāru emerges as more than just a beverage brand, but rather as an immersive sensory experience inspired by Japanese culture and futuristic kawaii aesthetics. Crafted beyond mere refreshments, PāruPāru embodies a cultural bridge between tradition and innovation. Drawing inspiration from the essence of Japanese life, PāruPāru is designed to transport customers into a world where each sip becomes a unique journey.

What was the challenge?

The main mission was to create a visually powerful brand, capable of captivating fans of bubble tea and Japanese culture, with an emphasis on female customers and convention enthusiasts. We had to develop an identity that skilfully blends Japanese tradition with the future, offering a captivating and memorable visual experience. The challenge was to design an identity that embodied both the essence of Japanese culture and a modern aesthetic, while appealing to a diverse audience and meeting their specific expectations.

A mascot that brings people together

Our solution to creating a unique universe was to center the brand around PāruPāru, a small tanuki emerging from a world infused with Japanese culture and translated through a kawaii aesthetic. Sporting a traditional hat and a bionic tail, PāruPāru embodies the bold fusion of tradition and innovation, adding a charming touch and establishing a connection with the customer. This approach not only captures the essence of Japanese tradition but also appeals to modern sensibilities, creating an immersive experience that resonates with the target audience.