Branding
Tuesday May 18, 2021 By David Quintanilla
Because You Deserve Better Than Those Little Plastic To-Go Packets: San-J Brand Redesign | Dieline


Boulder, Colorado-based SRG up to date the packaging design and model identification for San-J, the model appreciated for his or her real tamari soy sauce. The corporate is over 200-years previous, and the brand new branding and packaging help the model’s legacy and essence with a up to date presentation fused with nods to the long-lasting and deeply rooted traditions. The brand new design is elegant and emphasizes Japanese-inspired patterns and a shade palette that is simply recognizable and naturally placing; San-J’s packaging is solely divine.


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After eight-generations of excellence, San-J, recognized for its genuine tamari soy sauce, is launching a refreshed model identification and packaging design developed in partnership with the Sterling-Rice Group. The brand new branding is a part of an built-in advertising and marketing initiative led by SRG that additionally consists of model technique, promoting, internet design, and digital activation.

San-J’s common tamari is a premium Japanese soy sauce that’s made with all soybeans and no wheat. It’s a main model at Entire Meals and different pure retailers. To grasp the distinctive story of San-J, the staff immersed itself within the model’s origin and legacy. The 200-year-old firm is run by Takashi Sato, the eighth era of the Sato Household, who seems within the promoting and on the web site, emphasizing each the model’s established legacy for high quality and its extra fashionable strategy. The brand new model positioning “Boldness Endures” is impressed by the model’s heritage whereas seeking to the longer term, celebrating San-J’s place on the intersection of custom and innovation. SRG advanced the San-J emblem to mirror a extra fashionable look, respecting the core equities of the model whereas making a daring, simplified new search for packaging. “Our imaginative and prescient for San-J was to maximise the model’s impression to face out on the shelf with a clear look that may very well be integrated into new product traces as San-J introduces new sauces and flavors,” defined Trevor Harkema from SRG. “There’s a lot fairness in its present model, we wished to construct off the established icon of the purple Japanese solar and simplify the remainder of the packaging to let the solar shine via.”

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The up to date design additionally employs a brand new shade technique and options stylized Japanese-inspired patterns to make purchasing the lineup simpler, extra intuitive and to additional differentiate the packaging.

“Shoppers liked the brand new design as it’s recognizable whereas showing extra modern, and it’s simpler to determine the completely different varieties. It gives a system we will use as we introduce new merchandise that encourage shoppers to discover Asian flavors and meals,” stated Takashi Sato, President of San-J. About San-J When the Sato household started making soy sauce and miso because the San-Jirushi firm in 1804, they began a legacy that also boldly endures. Eight generations have handed alongside the tactic of brewing high-quality Tamari from the best soybeans. It begins with our Tamari. In contrast to typical soy sauce, which accommodates about 40-60% wheat, Tamari is a kind of soy sauce that’s made with 100% soybeans and no wheat. This implies extra soy protein is contained within the completed product, leading to a richer style and better complexity of flavors within the sauce. It’s stated that Tamari is the origin of Japanese soy sauce, and our brewing strategies proceed to supply genuine meals experiences in right now’s kitchens. Throughout our brewing course of, we ferment soybeans for as much as six months at our Virginia plant utilizing the identical strategies handed down generations within the household. We invite you to attempt our rigorously crafted sauces and style the Tamari distinction. About Sterling-Rice Group

Headquartered in Boulder, Colorado, SRG is a inventive collective– a nationally acknowledged model consultancy and inventive company. The company infuses creativity in all its work and has deep experience in shopper insights, model technique and positioning, new product innovation, promoting and design. SRG has created over $10 billion in incremental worth for purchasers over the previous 5 years alone. SRG has been ranked on Exterior Journal’s Greatest Locations to Work listing for the previous 10 years and was additionally acknowledged by Advert Age as a 2016 and 2017 Greatest Place to Work. It’s licensed as a women-owned enterprise.

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