Ivorish MAISON (アイボリッシュ メゾン), the sweets brand born from Ivorish, known for French toast-themed sweets, is reopening at GRANSTA TOKYO on Wednesday, September 16, 2026, following a full rebrand led by BuddyCompass (Headquarters: Kawasaki, Kanagawa; Representative Director: Daichi Takaishi).
The rebrand runs from the brand strategy, built around a new "Sweets That Gift Memories" concept, through to the creative execution, including the logo, packaging, and a brand image video.
Teaser site: https://ivorish-mason.buddy-page.com/
Instagram: https://www.instagram.com/ivorish_gransta_official/
A New Concept: "Sweets That Gift Memories"
Ivorish is known for sweets built around French toast. Ivorish MAISON is a new brand born from the values and traditions Ivorish has built up over time, with a focus on "appareil" — the element that is key to great French toast — extended into a range of sweets that goes beyond French toast itself.
"Appareil" is a French term for a liquid mixture of ingredients such as egg, milk, sugar, and butter. At Ivorish MAISON, the brand draws on the technique it developed making French toast, crafting an appareil suited to the ingredients and character of each individual sweet.
For the rebrand, BuddyCompass carried forward these values and traditions while building the brand strategy and creative direction around the "Sweets That Gift Memories" concept.
Rather than simply refreshing how the products look, the rebrand was designed as a single brand experience — starting from the underlying question of what value the brand offers, all the way through to the moment a customer picks up a product.
A Logo Inspired by "A Keyhole That Opens the Door to Memory," for a Premium, More Adult Brand
The newly designed logo represents the idea of "a keyhole that opens the door to memory."
It combines a classic keyhole silhouette, evoking tradition, with a ribbon motif symbolizing layers of history and story, built from fine linework meant to capture the maker's careful craftsmanship.
Carrying the story that "an irreplaceable memory is etched into the hearts of visitors," the design reflects the handmade warmth at the brand's core, the depth of time it has built up, and a refined sense of elegance.
The brand's signature colors are "Ivorish Navy," expressing history and refined elegance, and "Ivorish Ivory," expressing the rich appareil. The look carries forward the warmth the brand has long been known for while renewing it into a premium identity suited to any special occasion.
The packaging design also ties into the brand story. It draws on the classical motif of a "door to memory" as an entrance into Ivorish MAISON, translating the "memories of the senses" beyond it — scent, color, and texture — into the design of each product.
Seeing a product on the shelf, picking up the box, giving it to someone, opening it and tasting it: this whole sequence was approached as a single "experience," with brand strategy and creative work designed as one.
A Brand Image Video for the Store, Built Around "Luxurious Time" and "Emotion"
A video was also planned and produced by BuddyCompass to extend the "Sweets That Gift Memories" concept into the in-store experience.
The video's concept is "the beautiful, colorful scenery that unfolds behind the door to memory the moment you taste the sweets."
Rather than a simple product introduction, it aims to let viewers experience the "luxurious time" and "emotion" a sweet can bring, through sight and sound.
The video was produced with animation artist Yuichiro Natori (名取祐一郎). After graduating from the oil painting course at Tokyo University of the Arts' Department of Painting, Natori has built a body of work in hand-drawn animation using oil paint, watercolor, printmaking, and crayon, under the concept of "moving paintings." His work spans television animation and corporate commercials, and he has been recognized and nominated at film festivals and art competitions in Japan and abroad.
The video follows a girl walking through a forest who finds a maison, and is drawn into the fantastical world beyond its door. Through the warmth and delicate detail of hand-drawn animation, it expresses the memories and emotions that French toast can evoke.
Visit the store to experience the world of Ivorish MAISON — its visuals, its sound, and the time spent tasting its French toast — as a single brand experience.
Ivorish MAISON Product Lineup
Souffle Cake, Born From the Memory of French Toast
Built around the appareil that has always been central to the brand's French toast, this souffle cake brings together the gentle flavors of egg, milk, and vanilla. A softly baked surface gives way to a smooth, melting texture inside, with the rich aroma of vanilla and a hint of cheese richness leaving a nostalgic aftertaste in every bite. It's a signature item for a brand built around its appareil.
1 piece: ¥1,620 (tax included)
Croquant (クロッカン), the Memory of French Toast Baked Crisp and Fragrant
A pastry dough made with grass-fed butter, baked until crisp and fragrant. The crunchy pastry gets an accent from the texture of almond and hazelnut. The fragrant sweetness of caramelization and the gentle sweet aroma of vanilla come together for a lasting finish.
*Vanilla flavoring is used to scent this product.
*Grass-fed butter is made from the milk of pasture-raised dairy cows, raised mainly on grass, with feed used only as a supplement.
1 piece: ¥540 (tax included)
Sand Cookie, a Lighter Take on the Memory of French Toast
The gentle flavors of egg, milk, and vanilla are shaped into a light, crisp cookie.
Sandwiched with a smooth, vanilla-flavored chocolate coating*, each bite brings a rich vanilla aroma and a mellow sweetness — the kind of treat that makes you want to reach for just one more.
*Vanilla flavoring is used to scent this product.
*Chocolate coating used.
8 pieces: ¥1,296
16 pieces: ¥2,592
20 pieces: ¥3,564 (all prices tax included)
Financier, the Memory of French Toast Carefully Baked
Made with grass-fed butter and baked to a light, fluffy finish. Scattered almonds add a pleasant accent. It's a gentle flavor built around the rich, sweet aroma of Madagascar vanilla and the mellow richness of butter.
*Vanilla flavoring used.
*Madagascar-grown vanilla accounts for 50% of the vanilla used.
*Grass-fed butter is made from the milk of pasture-raised dairy cows, raised mainly on grass, with feed used only as a supplement.
5 pieces: ¥1,296 (tax included)
Ivorish MAISON Store Information
1-9-1 Marunouchi, Chiyoda-ku, Tokyo
JR East Tokyo Station, Basement 1F, GRANSTA TOKYO (inside the Marunouchi ticket gates)
Phone: 0120-39-8507
Hours: 8:00 AM–10:00 PM
Brand website: https://sucreyshopping.jp/ivorishmaison
Official Instagram: https://www.instagram.com/ivorish_gransta_official/
