Delivering “Feelings” — A New Form of Food

Pocket Marche Brand Renewal & TV Commercial Production

Amakaze Taiyo Co., Ltd. (Pocket Marche)

In the wake of COVID-19 disrupting sales channels for many producers, Pocket Marche aimed to establish a new food distribution model directly connecting producers and consumers. LampTokyo planned and produced a TV commercial within just three weeks and led the brand logo refresh and visual identity design, contributing to a full corporate brand rebuild.

Following the TV commercial broadcast, transaction volume tripled, new users increased approximately fourfold, and the campaign achieved significant results in awareness, empathy, and sales growth.

ISSUE 課題

  • Supporting producers nationwide who lost restaurant sales channels due to the pandemic
  • Limited awareness of the CtoC service directly connecting producers and consumers
  • Lack of a consistent and unified brand image through visuals and messaging
  • Need for rapid TV commercial production and broadcast alongside brand renewal

STRATEGY 戦略

Empathy-driven branding connecting producers and consumers

＜Objective＞

Clearly communicate Pocket Marche’s social significance and uniqueness through empathy-driven branding that narrows the emotional distance between producers and consumers.

＜Approach＞

  •  Visualize the stories behind food by depicting producers’ realities through simple messaging and documentary-style video
  • Redefine the brand “face” via a refreshed logo
  • Reconstruct a comprehensive visual identity (logo, copy, tone) consistent across TV commercial, logo, and all branding elements

PLANNING 企画

Connecting producers’ “feelings” with your “deliciousness”

  • On-site documentary coverage of producers in Fukushima, Ibaraki, Chiba, and other regions nationwide
  • Produced a documentary-style TV commercial focusing solely on producers’ voices and natural scenery, avoiding excess direction
  • Developed brand copy: “Connecting producers’ ‘feelings’ with your ‘deliciousness’.”
  • Created a new brand logo designed for harmony with video and multi-channel use (TV, web, other media)
  •  Established a brand visual identity guideline (logo, font, color, tone) to ensure consistent future brand management

CREATIVE クリエイティブ

A warm brand tone connecting consumers and producers

  •  Video Design: Centered on authentic narratives from producers, with no background music or narration to let their words resonate naturally
  • Logo Design: Adopted forms and colors evoking nature, human touch, and warmth
  • VI Design: Defined brand tone as “honest,” “rustic,” and “warm,” applied consistently across video, web, app, and print

ROLL 担当領域

  • Brand renewal strategy planning
  • Brand logo and visual identity (VI) design
  • TV commercial planning and production (structure, script, filming, editing)
  • Brand copy and video narration development
  • Media strategy planning for nationwide spot broadcast
  • Support for PR and SNS activation initiatives
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「想い」を届ける、新しい食のかたち。