The items, including the logo, website and leaflet, are designed to reflect the mission of UJam Store – to sell an array of products online, like a local ‘store’ that you can find in Hong Kong. To emphasise the local and online nature of the business, the ‘st多ore’ in the logo is the local Cantonese pronunciation of the word ‘store’, while the website URL is incorporated into the logo, with an asterisk and an underline highlighting the letter ‘j’ and ‘s’. The logo icon is formed by a piece of bread and the letter ‘J’ – implying the Chinese name of UJam Store. The fun and bubbly design helps communicate the brand’s dynamic image.