Yamato Transport is a package delivery company that used to be popular with the cat on its corporate mark. Although their capabilities are unquestionable, their presence was becoming drastically obsolete, especially among young people in their 20s. The challenge was to appeal to them effectively and speedily.

A character which is a hybrid of the logo and delivery truck was created, and by doing so, the design idea reflected back onto the delivery trucks and the cardboard boxes and packages. This made everyday scenes into advertisements that remind people of the character and brand, and turned the cat character, driving around the city streets, into a moving logo.

With the hybrid character made from the logo and delivery truck, we were able to raise interest among the character-loving young people.

Uncountable blogs took up the cat character. By spotting the Yamato delivery trucks on the street, young people were reminded of the character, and this promoted use of Yamato services when they send packages. Even when receiving packages, the logo on the package became a source to aid recall and raise the brand presence.