MITUS

Shindengen Electric is a power device manufacturer established in 1949. With over 70 years of technical expertise, they have supported Japanese manufacturing and contributed to the evolution of mobility.

When developing a new rapid charger to accelerate EV adoption, Shindengen needed to communicate their advanced technical performance to end users.

We developed the name “MITASU” (the Japanese word for “fulfillment”) to evoke both electrical charging and emotional satisfaction. Through comprehensive brand communication — including visual identity, web, video, product design supervision, exhibition booths, and transit advertising — we portrayed a light EV charger that complements both vehicles and people.