Total Branding & Character Design
Client: JTB Hawaii, Inc.
Travel agencies in Hawaii have been using the same trolleys for visitors. To celebrate its 100th anniversary, the Japan Travel Bureau (JTB) decided to make their new original road vehicle “The Whale – ‘Oli‘Oli Walker” which replaces the former ‘Oli‘Oli trolley. The goal was to create a bus that would be appreciated by their main target, families with children, while raising the added values of the service brand ‘Oli ‘Oli at the same time.
Successfully raised the added values through branding with effective use of the characters from Hawaii.
We aimed for a strong impact and differentiation from other companies by creating an original bus “‘Oli ‘Oli Walker” of which the frame and wrapping is shaped of a whale. By expanding the Hawaiian themed characters as the brand mascots throughout the entire tools including the buses, airport counters, character costumes, uniforms and novelties, the branding quickly showed success as its brand image progressed into the actual meaning of the Hawaiian word ‘Oli ‘Oli (fun, happiness).