Sector: Retail

Client: Seibu Saison
Location: UK then rolled out globally

Seibu Saison wished to expand their micro store brand outside of Japan. The conceptual work undertaken by Super Potato was valid for Japan; it resonated with their underlying agrarian desire to connect their rural heritage. What worked in Tokyo was seen to be whimsical and disconnected to a global market.


Therefore the brand went through a reposition to reflect, what the office felt, was our connection to our industrial past and our impression of Japan’s desire to be minimalist

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The original six shops outside of Japan were in the UK where the design became the perceived face of the brand; sufficiently so to become the strong, recognisable global design that was rolled out globally even back into Japan.