In re-branding YAMAMOTOYAMA, to clarify the position of a long-established company that began in the Edo period, we set our aim to "return to the origin of Edo." By revitalizing the crest of "Yamaka" (山嘉) that was used previously for articles and advertisements of the era when "Yamamoto Kahei shōten" store was founded, we combined this with the alphabetical typeface that was simultaneously popular around 1690. We were able to design a brand logo that reproduced the aesthetics and atmosphere of the Edo period. Furthermore, even in existing products, we incorporated the original small pattern of Edo writing style, quoting the structure of traditional colors and structure of scrolls, redesigning the packaging into a contemporary and elegant style, retaining the charm of the long-established store. In rebranding the history of a long-established company from Edo and the traditional aesthetics of Yamamotoyama, we arranged new products and existing products on the sales floor without the sense of incongruity. We were able to gradually make a shift towards a new brand, avoiding any risks of replacement.