A new mark born from the character for forest.

We are pleased to announce the renewal of the acu’s forest logo.

We wanted to create a symbol that would represent our continued journey, not just as a brand that sells plants, but as a "breeding brand that seeks out plants yet to be seen."
This project began with that thought in mind.
A design born from the kanji for forest

The logo was created by



the artist

Yuichi Sano. The starting point for the design was the word "forest," which is also included in our brand name.The kanji for "forest" (森) is a pictograph formed by gathering three "tree" (木) characters.Inspired by this, the design is composed as a "mitsudomoe" (three-comma pattern), combining three heart-like shapes that represent both the leaves and flowers of an Anthurium.

We hope it becomes a long-lasting endeavor, much like a family business.
With that wish, the design has taken on an appearance reminiscent of a family crest.

The three motifs depicted in this logo are both leaves and flowers.
Plants are living things.

Even if they are born from the same parent, they do not all take the same form.

Sometimes, they unfurl leaves in ways we never expected.

A shape a bit like a heart.
A shape like a spade.

That might be a coincidence.
However, the thrill of encountering such "happenstance" is exactly what I believe makes growing plants so enjoyable.

It is not about things being perfectly uniform, but about the nuances that arise precisely because they are living creatures.

That charm is also captured within this mark.


A view of the pot from directly above


This logo also represents a composition of a pot viewed from directly above.

The vessel that supports the plant.

And the three indentations carved into its rim.

These represent the "roots," which are essential to the plant.




Flowers and leaves.And the roots that support them.

Even if not drawn, they are there.



Though they may not be conspicuous, we pay homage to the most important existence.

As a Made in Japan breeding brandTo be a genuine Made in Japan plant brand.To be a plant brand based on extremely physical curiosity.

And for that to be conveyed to people all over the world.

"What kind of brand is this?"

When asked that question, we aimed for a design that would naturally lead to the inference, "Perhaps it is a brand related to Japanese plants."

An expression born from the accumulation of human sensibility and dialogue, which could never be reached by simple AI output.The beauty at first glance.
The strength as an icon.The meaning and weight behind it.

We have enclosed all of these within an infinitely simple form.
In search of plants yet to be seen

acu’s forest is not a world where value comes from having a name derived from overseas,


but we aim to create plants that make people think, "I want this because it is acu’s forest."



Breeding is not about creating exactly what you imagined.



It is about encountering expressions that exceed your imagination while still aiming for something.




It is about being moved by that coincidence.





And sharing that excitement with someone else.



This logo is a symbol that accompanies the journey of acu’s forest.
A mitsudomoe that is both an Anthurium leaf and flower, born from the character for forest.

Together with this mark, we will continue to search for "plants yet to be seen."

acupom

⸻

Logo Design
Yuichi Sano

Brand
acu’s forest

※ The actual implementation of the logo on tags, etc., is scheduled to begin sequentially from around autumn, following the plant shipping suspension period.
We will proceed with preparations for the next season while organizing tags, packaging materials, and various media.

Neither breeding nor a brand is completed overnight.
Little by little, as the seasons pass.

Together with this mark, we will walk into the next chapter.