Collage of Uwajimaya grocery signage Uwajimaya food signage Uwajimaya food signage Collage of Uwajimaya Mushrooms signage and graphics Uwajimaya bento box graphics Uwajimaya mobile website branding Uwajimaya bag and shirt designs
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Seattle, Washington

The rich history of the beloved family-run grocer Uwajimaya is deeply rooted in the Pacific Northwest, where the brand grew from selling fish cakes out of a truck in Tacoma, Washington into a multi-store empire in the Cascadia region. The Moriguchi family approached Gensler for help refining its brand voice and developing a toolkit that could extend across all its communications. After studying Uwajimaya’s ethos and exploring its cultural impact, our brand design team created a kit-of-parts that includes mission and values, tone of voice, typography, color, and illustration. The toolkit extends across all media platforms — including an in-store signage system also designed by Gensler. The signage system eases navigation for shoppers, encourages discovery, and connects with the community through history and tradition — all while utilizing economical and sustainable materials.