YOJI's Shop Rebranding Project: First Meeting

Hi, it’s NICO.

Today, I met up with YOJI at a café.We sat down with our coffees and had a good talk about rebranding his shop.

By the way, I’m a black coffee kind of guy, and YOJI goes for café au lait.That contrast—strong and mellow—actually balances out pretty well between us.

The “What Should We Call the Shop?” Issue

Just as I opened my notebook, YOJI spoke up.

“Actually… I’ve been thinking about changing the shop’s name.”

Oh? Jumping right into it.

“Ryujin is the guardian spirit of this town, so I really want to keep the name somehow,”“But 'Outdoor Shop Ryujin' just feels stiff... and to be honest, a bit outdated. I’m not sure it resonates with younger folks.”

His tone had a mix of fondness and uncertainty.

“I want to keep the regulars happy, and I want to preserve that nostalgic vibe, but…I also want to make the place feel more approachable for people who are just getting into the outdoors.”

Got it—issue number one.There’s pride in being an “old-school shop,” but also a need to feel fresh in today’s atmosphere.Finding that balance is going to be key.

Giving the Name a New Feel

I started jotting notes in my book.Ryujin, guardian spirit, base, mountains, starting point, a place to return to…

After a bit of doodling, I looked up and said:

“How about... ‘RYUJIN BASE OUTDOORS’?”

YOJI blinked at me.

“...Base?”

“Yeah, like a base camp.A place where people gather before starting their adventures.We keep 'Ryujin' to honor the past, and 'Base' adds a sense of welcome and community.”

YOJI was quiet for a moment, then smiled.

“Feels kinda like a secret base. Sounds like me.”“And I like that I can keep 'Ryujin' in the name. That means a lot.”

So it seems like we’re narrowing in on the new name direction.

Next: Let’s Talk Logos

Next up: how to turn this “RYUJIN BASE” concept into a visual identity.That’s where I get to have some fun.

I’ve already sketched out a few rough ideas.I’ll share those in the next post.