Marked

"Marked," a neighborhood grocery and food concept store in the Honjo area of Sumida Ward, Tokyo. Centered around an in-house bakery, the shop offers a cafe serving seasonal ice cream alongside carefully selected groceries from makers across Japan to enrich everyday tables. BAUM led the comprehensive branding process, encompassing concept development, naming, statement creation, and logo design.

Research & Process

WAT INC., the planning and operating team, envisioned a hub that would curate quality goods from sincere producers nationwide while actively practicing its own food craftsmanship. To explore how to bring this vision to life in this particular neighborhood, we researched local demographics and street dynamics in Honjo, paired with extensive fieldwork and analysis of progressive grocery and cafe cultures across Tokyo and Copenhagen, Denmark.

Naming / Statement

The name "Marked" carries a dual meaning: "market" in Danish, and "noticed" or "pointed out" in English. It encapsulates a vibrant, market-like space that offers the thrill of discovering something new on every visit. To articulate its essence, we coined the tagline "Goodies by good ones," capturing the brand's identity as a crossroads where genuine makers and quality food meet.

Logo Design

Carrying forward the narrative of the name, the graphic evokes the light, deliberate gesture of highlighting something intriguing with a marker. While reflecting the lively, approachable atmosphere of the storefront, the logo is crafted with a minimal, contemporary aesthetic stripped of excess decoration.