Brand strategy to localise Saikichi Shoten for any overseas markets.
Saikichi Shoten is a seafood processing company with a rich history of 95 years, located in Kesennuma city of Miyagi Prefecture. They believed the richness of the land and uniqueness of their coastlines create a perfect ground for good seafood. A 3-prong approach was proposed to develop a brand strategy that could aid them in localising for different overseas market, yet retaining their brand philosophy of frugality, sincerity, and good living.
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 fastest approach to gain acceptance is through adapting their products to local taste. Each country’s recipe book is created by locals, for the locals, with the aim to inspire other locals to give it their own unique local twist with local ingredients.
A colour blocking system was invented at the spine – inspired and colour picked from the land and sea of the different countries. When the books are placed together, the colours combine to form an undulating wave of sea and land, coming together as one united world.
To ensure their products are “overseas ready”, visuals will take main precedence on the front of all packagings, breaking all language barriers, and allowing consumers to identify the product contents immediately. When placed on product shelves, their products immediately stand out amongst the crowd with eye-catching and layman visuals drawn by the family members themselves.
Saikichi Shoten also hopes to become a lifestyle and culture business, promoting the Tohoku region where they’re from. Having been around, the family must have many stories to share and tell. A reversible furoshiki gift wrap was introduced, featuring both their product story, as well as their stories about Tohoku growing up. The furoshiki can be unwrapped and turned into a wall art poster thereafter, reminding people of their stories.
A Kesennuma city paper bag design was also created, featuring iconic elements of Kesennuma such as the mountain, S-coast, etc.. By sharing the bags with the surrounding local businesses, it creates a great brand recognition to the city when customers are seen carrying it on the streets.
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