Project Overview

Refame5 is a residential brand that operates several properties in key locations in central Tokyo. In line with the local expansion of Refresh 5, Mortarhead led a comprehensive rebranding project.
We designed and developed brand logos and websites that extend a brand’s physical space experience into the meta realm. In addition, customized signs were installed for each real estate, and a mood video was produced that captured the unique characters of each neighborhood with a sophisticated sensibility.

Brand Story

Redefining Premium Urban Living in Tokyo
With the best infrastructure and interior with premium furniture, Refame5 offers a user-friendly and flexible contract rental system. By giving users the space and time to focus more on their lives, Refame5 offers a differentiated brand experience where each individual can choose not only their residence but also the next chapter of their life.

Brand Slogan

Ultimate Convenience
The slogan development for Reframe5 was approached from two perspectives that reflect both the 
spatial characteristics of the brand and the nature of its users. From a spatial standpoint, the concept embodies 
the creation of an environment that enables effortless focus—regardless of the resident’s purpose of stay.
From a user-centered perspective, it emphasizes Reframe5 as a brand that empowers residents to actively choose 
spaces aligned with their needs and lifestyles, and supports that movement with flexibility and intent.

It’s not just where you stay —
it’s how you live.

We’ve eliminated every hassle so you can focus on what matters most.
Just arrive, relax, and start living your best life immediately.

Brand Identity

Make Your Move, Define Your Frame
Inspired by the letters “R” and “F,” the logo is structured as an open frame, within which radial lines extend 
outward from the center—visualizing Reframe5’s core value: the strength of its five-minute-radius infrastructure.
The open structure of the logo symbolizes freedom from the institutional constraints and closed nature of the 
conventional housing rental industry, expanding the experience of re-framing life through user agency and brand flexibility.

Brand Color

Soft edges, strong presence
Refame5’s color scheme is defined as a soft confidence that keeps the warmth of beige in balance with the vividness of deep green. The delicate palette of ivory white, sage green, and warm gray harmonizes with the lives of independent people within Refame5 and the colors of the city surrounding them.