Brand Localisation for the World | Saikichi Shoten

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// brand strategy // packaging // publication

Brand strategy to localise Saikichi Shoten for any overseas markets.

Saikichi Shoten is a seafood processing company based in Kesennuma city of Miyagi Prefecture, with a rich history of 95 years. They believe the bountiful land and distinctive coastlines of their region provide an ideal environment for producing exceptional seafood. To enhance their brand strategy and effectively cater to diverse overseas markets while staying true to their core values of frugality, sincerity, and quality of life, a three-pronged approach was proposed.

Home Is Where The Food Is

The beauty of Saikichi Shoten products is their ability to customise and adapt to different tastes and likings, catering to a wide variety of audiences and unique possibilities. To introduce Saikichi Shoten products for the overseas markets, the most efficient way to gain acceptance is by adapting the products to suit local tastes. In each country, a recipe book is thoughtfully crafted by local individuals, specifically for the local community, with the purpose of inspiring others to infuse their own unique local twist using locally sourced ingredients. This approach not only fosters acceptance but also encourages a sense of local creativity and connection.

Inspired By The Sea & Land

A color blocking system was introduced along the spine, drawing inspiration and selecting colors from the diverse landscapes and seascapes of various countries. When the books are arranged side by side, the colors seamlessly blend to create a captivating wave-like pattern, symbolizing the harmonious convergence of land and sea and the unity of our global community.

A Picture Speaks A Thousand Words

To ensure their products are ready for all international markets, visuals will take main precedence on the front of all packagings, effectively transcending language barriers and enabling consumers to quickly identify the contents. This approach allows their products to instantly stand out on store shelves, thanks to the eye-catching and approachable visuals personally crafted by the family members themselves.

Storytelling Through Packaging

Saikichi Shoten aspires to evolve into a lifestyle and cultural business, while also promoting the rich heritage of the Tohoku region, their place of origin. With their long-standing presence, the family possesses a wealth of stories waiting to be shared. In line with this vision, a reversible furoshiki gift wrap has been introduced. It not only showcases their product narrative but also incorporates their personal stories of growing up in Tohoku. Once unwrapped, the furoshiki can be transformed into a wall art poster, serving as a lasting reminder of these tales.

A City-wide Initiative

Additionally, a Kesennuma city paper bag design was also created, featuring its iconic elements like the mountain and S-coast. By distributing these bags among local businesses, it fosters a strong brand recognition for the city. When customers are spotted carrying these bags through the streets, it further enhances the visibility and identity of Kesennuma.

DOOR to Asia

This design proposal is developed over a 3-day period, under ‘DOOR to Asia’ design residency programme in Tohoku, Japan.

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