Product / ServiceCORPORATE BRAND
CategoryA02. Rebrand / Refresh of an Existing Brand
Idea Creation INTERBRAND Tokyo, JAPAN
Media Placement HAKUHODO INC. Tokyo, JAPAN
Production EPOCH Tokyo, JAPAN


Name Company Position
William Woduschegg Interbrand Chief Creative Officer
Yuki Muramatsu Interbrand Japan Design Director
Kazuo Suguro Interbrand Japan Director
Yosuke Azuma Interbrand Senior designer
Junko Futatsugi Interbrand Creative director
Aki Kawai Interbrand Senior designer
Kenji Terai Interbrand Designer
Rika Igarashi Interbrand Director
Yugo Hiroi Interbrand Account Director
Yumi Suzuki Interbrand Director
Inyong Jang Interbrand Consultant
Asako Susuki Interbrand Executive Director

The Campaign

We decided there were two sides to Maruha Nichiro, and that they operated in perfect balance. By benefiting both its human consumers—the best foods, fresh to your plate—and the Earth—careful, responsible management of the natural world—it demonstrated that big business farming could be innately respectful. Neither half of this story was arresting enough by itself. People are overly familiar with beautiful natural imagery, and rarely engage with positive corporate CSR messages. But the collision of the two might literally stop them in their tracks. The creative key was the “stop” bar in a prohibition sign. Use of this effect would compel viewers to pause and think.

Creative Execution

We began with a poster campaign that celebrated nature and the world’s vitality and strength using vivid, dynamic photography. But on each poster we placed a solid tone bar, positioned provocatively across the imagery and half-obscuring it. The idea was not to confront people with strong or provocative messaging, but to engage them visually and emotionally by asking them to consider the beauty of nature and our shared role within it as consumers and guardians. We then extended the concept into a visual identity system and brand communication system. The unique, visually arresting solid tone bars became an emblem for the company itself: bright, significant, and responsible.

Indication of how successful the outcome was in the market

Our campaign reinvented Maruha Nichiro as lively, fun, sophisticated, and meaningful. Its positive brand image has improved as a direct result. Between October 2017 and April 2018 it leapt up 40%.