Kobe underwent a complete rebrand to reaffirm its position not only as Brazil’s leading mobile commerce platform, but also as a pioneer in delivering seamless and positive online shopping experiences. The new identity was built around the visual parallel between the torii gate in the city of Kobe and the brand’s initial “K.” This concept established a minimalist, functional, and distinctly Japanese-inspired design system. While the torii traditionally represents the passage to the sacred, Kobe now reinterprets it as the gateway to digital experiences that connect brands and people.