Seria

The Seria branding project began in 2007 and continues to this day—driven by an ongoing commitment to growth, evolution, and new challenges.

On the morning of the first new-brand store opening, word had already spread throughout the local community. A long queue formed even before the doors opened.
Since then, each new store under the rebranded identity has consistently attracted customer numbers five times higher than initially projected.

Mission

At the time the branding project was initiated, Seria ranked third in the industry, operating around 600 stores.
The 100-yen shop sector was still in its formative stage, with many players seeking new strategies for growth.
When Seria was selected to open a store in the Aeon Group’s Chiba Shopping Centre, it marked a turning point.
The decision was made to fundamentally overhaul the brand in order to break away from the prevailing image of "cheap and low quality"—and to create a new kind of value in the 100-yen retail space.

Solution

The brand promise for the new Seria was defined as:
“Color the days. 日常を彩る。”

The aim was to transform the traditional perception of 100-yen shops—not merely as places for inexpensive goods, but as spaces offering excitement, inspiration, and cultural value.
The vision was to create shops where customers could escape the busyness of daily life, feel uplifted, and reconnect with their own sense of happiness.
With this concept as a foundation, AXHUM led the development and implementation of a new store design, product packaging, and promotional design—working alongside international designers from regions such as Scandinavia and Spain.

More than 15 years have passed since the first Seria store featuring AXHUM’s design opened, and our collaboration continues to this day.
We remain involved in evolving the store design, composing and curating in-store music, creating novelty items, and planning seasonal promotional campaigns.

As a result, Seria has become a shop not chosen simply for being “a 100-yen store,” but recognised and preferred as Seria in its own right.