We were responsible for the rebranding project of Mitsuwa Tiger, who is celebrating 70 years since the establishment of the brand, and we renewed their logo as a part of this project. In progressing with the project, we aimed to break away from their image of being a specialised manufacturer by going over the boundaries of genres and categories, and we portrayed a ‘crossover’ by showcasing the mix between concepts like ‘functionality and style’, ‘on and off’ and ‘baseball and daily life’. In terms of visuals, we made the brand message ‘sharpen one’s fangs’. This was made the brand message because we wanted to portray this message: “Stand up to anyone despite them bring string. Snarl at them. Continue to confront any difficult challenges”. We used the monogram ‘MT’ for a couple of reasons. The ‘M’ represents the appearance of a tiger showing its fangs which relates to the brand message, and both letters ‘M’ and ‘T’ are the first letters of the brand name Mitsuwa Tiger.