Happy Crab

Holy Mackeral

Hot Hot Hot!

Mr. Melonball

Miso Soup

Quadropus

Silly Hills

Sumo Summo Summo

Osaka, Japan is an anthropomorphic screaming bowl of rice and fish, dancing soy sauce, and balls of dough juggling themselves. The city largely embraces and in many ways creates the fabric of modern Japanese society. This branding system harnesses Osaka’s reputation for being kinder and less tense as a lure for tourists looking for a more approachable side of Japan.

The graphics consist of pitting two kawaii (Japanese for “cute”) gladiators against each other in a cartoon-version of Osaka, representing various aspects of the city’s personality and traditions.

[Osaka branding guidelines, PDF]