Chaos is the new concept store opened 2018 in Omotesando, Tokyo, and Nagoya, offering their original lines as well as carefully selected items. The logo embodies the look and feel of the era of “antithesis”—New York City’s 1970s downtown culture scene. Along with the logo, we created a typographic identity system based on their concept words; Imitation, Genuine, Chic, Rudeness. Confusion, Silence, Gentleman, and Lady. They are applied to shopping bags, labels, as well as a facade of the shop. Four different version of clothing labels was also designed for their original lines.