Products that make the company premium as well

Unity is an important element of a strong brand. Customers come into contact with a brand through a variety of touchpoints, and they accumulate an image of that brand in their minds. However, if the brand gives a different impression each time, it will not be recognized as the same brand. Even if they do recognize it as the same brand, its appeal will diminish. In the wrong hands, it could even create a negative image as a brand that always says something different.

One example of a brand that stands out for its sense of unity is MUJI. The brand is operated by Ryohin Keikaku Co., Ltd. and is known as “MUJI” not only in Japan but also overseas, where it has grown to the point that similar brands have appeared that imitate it. The sense of unity extends not only to tangible objects, but also to intangible sounds and smells, and the mere mention of the “MUJI” brand name is enough to make many people think of the brand colors and logo, as well as the many simple yet functional products, the texture of the craft paper and wood, the unique background music and aroma playing inside the stores, and even the aroma of the aroma. The unique background music and aroma in the store are also likely to come to mind. Fans who are fascinated by this unified and unique worldview are said to be buying everything from accessories and interior decorations to even their own homes from MUJI. Of course, the shape, design, materials, and color of each product may not be exactly the same, but the underlying axis, or concept, is not blurred in the slightest. The “sense of unity” created by this concept is perhaps MUJI’s greatest appeal.

Company A, a major sake brewer, owned a reasonably priced alcohol brand that was one of the best-known and best-selling brands in Japan. Braavis provided support with the goal of increasing the value of the company’s brand and sales of its higher-priced products. Braavis helped Company A to

We began by analyzing market research and organizing Company A’s product portfolio. We categorized various products with different taste characteristics and drinking occasions into several price ranges, and set targets and visions for products in each price range. We then launched a project to raise the brand value of not only Company A’s corporate brand but also its mid- and low-end brands by creating a new brand representing Company A in the high-end price range.

A’s corporate philosophy, the characteristics of the new high-priced products, and market trends, the concept for the new brand was created. Since the core of the new brand’s products was the enthusiasm of the makers and their commitment to each and every material used, the story of the makers and materials was set as the concept. Next, we developed the brand name, logo, and package design. For the brand name, we expressed the high quality of the brand while paying attention to the relationship with Company A’s existing brand. The logo and packaging were designed with a theme of Japanese nature to express the desire for Japanese materials and careful craftsmanship.

We also proposed PR ideas, including a new product announcement, from the perspective of how to effectively promote the product after its launch. From there, we moved on to the planning and production of sales promotion tools, including a brand website, leaflets, and a brand movie. The team that has been in charge of the project since the concept-making stage has been consistently involved in the design of the brand website & leaflets, content production, interviews with producers, and planning and composition of the videos. This has created a sense of unity across all consumer touch points, from the brand website and leaflets to events and products in stores, successfully creating an environment that builds a strong brand image.

Starting with the conceptual makeup of the new brand, a new premium alcohol brand with a sense of unity was created by having one team strategically build the various brand elements that would serve as touchpoints for consumers. We plan to continue to support the sales strategy to grow the new brand strongly and help enhance the value of the corporate brand.