Having provided several design solutions in the past, I worked with Fender on their world's first flagship store in Harajuku, Japan.

Fender Guitars

Branding, Visual Identity, Logo, Product design, Graphic design, illustration, product packaging, merchandising, marketing support.

Fender aimed to create a unique brand experience for their flagship store in Harajuku that would resonate with both local and international customers. They needed cohesive branding for the Fender Cafe, exclusive merchandise designs, and POS materials that aligned with the iconic Fender identity while introducing a new coffee-themed element.
Working on various projects, I notably created the branding for the Fender Cafe and flagship merchandising. I developed the visual identity utilizing the original iconic logo by integrating a coffee theme. I worked on the cafe merchandising and packaging as well as the cafe POS materials.
The flagship merchandise was split into 2 lines - one being a long term line to represent the Tokyo flagship, the other that was designed to be more fun, seasonal and adaptive.
The design work was delivered on time for the store launch and received positive feedback from both Fender and customers. The cafe logo has become a key element of the store's identity, contributing to increased brand visibility and customer engagement. The successful branding led to an expanded range of SKUs, reinforcing Fender’s market presence in Tokyo.