White Label Superfood Brand Strategy for a UK Launch

Area: Cross-cultural Brand Strategy
Sector: Food and Wellness
Type: White Label Brand Strategy and Creative Direction
Market: United Kingdom

Context:
Kinako, an organic soybean powder produced by Shojin Mania and suited to refreshments, smoothies and ice cream, entered the UK market as a white label product. The brand needed a new identity, moving beyond its established customer base to reach a new generation of UK customers.

Approach:
The brand identity was built around a monk cat character, combining Japanese zen aesthetics with pop culture. Wabi-sabi simplicity gave the design its restraint, while a natural wellness essence connected the product to a UK audience already familiar with that kind of shelf language.

Outcome:
Work delivered brand strategy and guidelines, product packaging, and content marketing assets, built around the brand’s traditional ethos and the new market’s aesthetic direction. Kinako launched in 2023 and was exhibited at the Hyper Japan Trade booth with its branded product package and accompanying promotions.