Alpha 36 Degrees is a Japanese organic sweets brand. Food additives　are often used in food in Japan, and the founder of this brand was concerned about that and wanted to create a completely organic sweets brand for young people. The request was to express the fact that everything is derived from nature while creating a visual that resembles that of a high-end fashion brand aimed at young people.

Thirty-six degrees is the temperature of the human body, and it expresses that it is a natural food that is familiar to the body, so I decided to use 36 as the motif of the logo. 3 and 6 are composed of circles, and the overlapping parts represent leaves. To the human eye, a perfect circle looks distorted like a rhombus, so I adjusted the thickness of the lines and the shape of the circle in consideration of optical illusion. The result was a beautiful, soft circle. The target is young people, so I pursued a stylish look like a high-end brand.

As a result, it was very well received by my client and their customers. The logo mark is used as the main item. However, it is still iconic and highly visible. New customers say they are drawn to the brand due to the chic logo design. As intended, the main customers are men and women in their 20s and 30s.