Tofu Kenmito

How we use Soybeans to approach European customers

TOFU is a brand of tofu under the Kenmito brand in the Polish market. Tofu is a familiar dish of Asians, but still somewhat unfamiliar to Europeans. When conducting a survey of target customers in Poland, we found that what customers are most interested in is the raw materials that make up the product. Therefore, in our marketing strategy, we highlight the message of organic raw material: green soybean fields.

With the soybean as the center of the packaging design, customers easily recognize the message that the Brand wants to convey. From there, we created a consistent identity for the Basic and Premium product lines.

For Westerners, what belongs to Japan is a guarantee of quality in general and cuisine in particular. Therefore, we also used hand-drawn style combined with Japanese nature images in design to create positive, welcoming feeling in customers for the product.