Brand Identity · Wayfinding · Print
Finding Don Quijote
Sector
Art & Culture
Retail
Public Spaces
Personal Project
In 2024
Don Quijote’s store layout strategy features crowded and narrow aisles intended to encourage wandering and consumption.
With various locations all over Japan, the bold and packed identity and strategy, contrasts with the modern, clean streets of Tokyo, making it recognizable despite it’s loose system that makes each store unique.
300 Years Later
Since 2016, Japan’s population continues to decrease. The aging workforce is less able to maintain city infrastructure. Vegetation takes over buildings, streets, and vehicles.
Consumerism continues to dominate society as convenience becomes more valued than ever. Don Quijote acquires every business and expands to run the entire city.
Rising natural dangers and difficulties navigating the city require Don Quijote to introduce a cohesive wayfinding and icon system to serve the Japanese public.
A complete company rebrand is rolled out as the Don Quijote steps into its new governmental role. A consistent yet bright brand identity is needed to contrast the now chaotic and dark surroundings.
New Identity in 2300
[Retail & Civic]
Iconography
Inspired by the towering views of buildings and Don Quijote’s floor-to-ceiling shelves, the iconography takes on a worm 's-eye perspective, skewing the forms and presenting itself as a source of authority under the rule of Don Quijote.
Experiencing Tokyo in 2300
At the turn of every corner, the Tokyo streets are filled with the sound of the Don Quijote theme song, “Miracle Song,” along with chattering, wild animals and insects, and various advertisements, emulating the crowded characteristics of the stores.
Listen to the recording here:
Site Typeface Switzer by Indian Type Foundry (ITF)
©LBF 2026