Full Branding Support for Tamanoyu Vinegar's 'Junmaro' Series

8 Branding Design Co., Ltd. (Headquarters: Minato-ku, Tokyo; Representative: Akihiro Nishizawa), operating under the concept of "energizing Japan through branding design," has taken charge of the new product branding for Tamanoyu Vinegar Co., Ltd. (Headquarters: Sakai City, Osaka Prefecture; President & CEO: Takaya Hano). The company has supported the entire branding process, from product strategy and concept development to naming, logo design, and packaging.

Background of the Branding Project

Tamanoyu Vinegar Co., Ltd., established in 1907, is a long-standing vinegar manufacturer with over 100 years of history. While maintaining its heritage, the company has continuously pursued innovative product development in line with changing times, launching pioneering products such as the world's first powdered sushi vinegar "Sushinoko" and vinegar-based beverages like "Hachimitsu Kurozu Diet."

In recent years, amid the rise of low-priced private brand (PB) products, the company has re-evaluated the value of vinegar and initiated branding for two new flagship products: "Junmaro Tamanoi Vinegar" and "Junmaro Premium Smoked Seasoned Vinegar."

Overview of the Branding

- Product Lineup

Junmaro Tamanoi Vinegar

Characterized by its smooth flavor derived from Tamanoyu's proprietary acetic acid bacteria, passed down since the company's founding, and its rich taste and aroma developed through the "mellow aging process." This premium, versatile vinegar elevates everyday cooking with its superior quality.

Junmaro Premium Smoked Seasoned Vinegar

A seasoned vinegar that combines smoky aroma with savory umami, enhancing the flavor of dishes. A simple splash transforms ordinary meals into gourmet experiences, introducing a new way to use vinegar in cooking.

- Naming

The series name "Junmaro" expresses the smooth, mellow taste achieved through Tamanoyu's unique acetic acid bacteria and aging technology.

- Concept and Statement

The brand concept "Making Japanese Vinegar Mellow" embodies the direction of the Junmaro series, reflecting the desire to share the rich, nuanced flavors of vinegar with a wider audience.

Simultaneously, a brand statement was developed to clearly communicate the philosophy behind the concept.

Design Approach

- Logo Design

By inheriting the "double well" motif and brand name "Tamanoi Vinegar" used around 1907, the product logo design symbolizes the company's commitment to nurturing this line as a flagship brand representing the entire company.

- Packaging Design

For Junmaro Tamanoi Vinegar, the label features transparent sections in the printing, allowing the golden liquid to form the shape of the double well motif. This design directly highlights the appeal of the vinegar itself.

About 8 Branding Design

Branding Designer: Akihiro Nishizawa

Born in 1976 in Shiga Prefecture. Under the concept of "energizing Japan through branding design," he engages in diverse design activities, including corporate branding, product development, and store design. He has led numerous integrated branding projects encompassing research, planning, and concept development. Notable projects include the craft beer brand "COEDO," the matcha café "nana’s green tea," and skincare brand "Yushkin." His publications include "The Textbook of Branding Design" (Pai International), and a special feature book titled "Akihiro Nishizawa: Successful Branding Design" (Seibundo Shinkosha). He has received over 200 awards, including the Good Design Award Gold Prize, and has appeared on Nikkei Special "Cambrian Palace."