Hanafuda Confectionery is a packaging project that expanded into a brand identity that was inspired by the festive, seasonal cultures in Japan. It is a bakery that can be located in popular airports across Japan. The main brand logo mark was inspired by the scenic landscape of the iconic Mt. Fuji while the overall shape is also meant to imitate the round shape that is common in Japanese wagashi desserts. Whenever the seasons change the bakeries’ confections do as well, thus allowing consumers to experience and participate in the festive seasons. Their most popular products being sold are souvenir boxes that contain mochi (rice cakes) that embody the respective seasons flavors such as peach for Spring. To represent each season on both branding and packaging, a mascot was designed with its own respective patterns and color palettes.