#Japan #Tokyo #Leafia #Odakyu #Good Design Award

Introduction

Odakyu Real Estate, headquartered in Shibuya, Tokyo, is rejuvenating its residential brand, Leafia, with a fresh visual identity. This revamp aims to enhance brand recognition in its operational areas and will be rolled out in media campaigns starting from April 1, 2026.

History of Leafia

The Odakyu Group has been involved in the housing business since 1965. In 2007, Odakyu Electric Railway transferred its housing operations to Odakyu Real Estate, which then unified its new residential brand under the name 'Leafia' in the following year. Leafia has focused on four key promises: 'Lifetime,' 'Environment,' 'Amenity,' and 'Fcommunity,' guiding its development strategy. Notable achievements include the Good Design Award for 'The Leafia Residence Seijo' in 2018 and the Kids Design Council Chairman's Award for 'Leafia Komae – Aozumi no Machi' in 2024.

Brand Renewal Purpose

The essence of Leafia is to provide homes where joyful, comfortable, and irreplaceable moments can be woven together. This philosophy embodies the richness Leafia aims to deliver. To better convey this vision, a new visual identity has been crafted for the brand.

In this fresh visual approach, the warmth of illustrations depicts a world where diverse forms of happiness can be experienced daily, highlighting the accelerated diversification of lifestyles in our contemporary society.

Future Media Campaigns

To promote this brand revitalization, Odakyu Real Estate plans to launch a series of media initiatives focused on the Odakyu Line, including in-train video advertisements, station signboards, and poster displays.

Character Introduction

In tandem with the visual updates, Leafia will introduce a new character that embodies the brand’s core values and lifestyle aesthetics, further building a relatable connection with potential residents.

Video Advertising

- Start Date: From April 6 (Monday)
- Location: Broadcasts will primarily take place on the LCD displays within Odakyu line trains, branded as "Odakyu TV." Additionally, the video can be viewed on the official website for Leafia, inviting a broader audience to engage with the revamped brand identity. Odakyu Leafia Brand

Conclusion

The refreshing of Leafia's visual identity is not just a mere aesthetic overhaul but a reflection of the brand's commitment to fostering enriching living experiences for its residents. With exciting updates ahead, Leafia is poised to strengthen its presence in the housing market through innovative marketing strategies and a clear communication of its values.