Hanamizuki is a start-up company specializing in house & office cleaning by using environmentally friendly detergents. Besides cleaning service, they also make and sell their own brand detergents. The core value of natural cleaning is revealed by its name: hana=flower, mizu=water, and ki=tree. All the detergents are made of water and oils extracted from flowers and trees. Three simple shapes are used to show three individual elements. The whole elements combine together to form a Chinese character “花” which is skillfully responding to the first word of the brand “HANA”. The shapes are rearranged to create vibrant visual language that shows a sense of humor of Hanamizuki.