Iizuka Nori, a Seaweed Specialty Store with 113 Years of History, Announces Brand Renewal

Iizuka Nori Co., Ltd. (Headquarters: Funabashi, Chiba; Representative Director: Shinichi Iizuka) has refreshed its corporate brand and introduced a new brand philosophy: 'Connecting hands, making seaweed.' Since our founding in 1912, we have consistently handled everything from purchasing at production sites to roasting, processing, and product development, delivering the authentic taste of seaweed, primarily in the local Funabashi area. Seaweed is a delicate gift of nature whose flavor varies greatly depending on the production area, the producer, and the climate of the year. We have protected the 'Iizuka Taste' by leveraging our long-cultivated expertise and the skills of our artisans to discern the unique characteristics of each year. Meanwhile, in recent years, the seaweed industry has faced major challenges such as global warming and a decrease in the number of producers. Amidst these circumstances, we are re-examining our role as a bridge between producers, consumers, and the local community, and are implementing a brand renewal. Connecting hands with producers, consumers, and the future. In recent years, seaweed production has fallen to less than half of its peak due to global warming and a shortage of successors. To pass on the passion and techniques of the producers involved in seaweed making to the next generation, we want to play a role in being closer to producers than ever before and conveying their value to consumers. Carefully conveying the producers' commitment and the inherent charm of seaweed. And delivering customer feedback to the production sites. As a bridge between producers and consumers, Iizuka Nori will work on creating safe, secure, and valuable seaweed, contributing to the inheritance and development of seaweed culture. New brand philosophy: 'Connecting hands, making seaweed.' Seaweed is grown by producers, selected by wholesalers, roasted by artisans, and delivered to the dining tables of those who eat it. From the hands of the producer to the wholesaler. From the wholesaler to the customer. And to the future. Seaweed is a food ingredient passed down through the 'hands' of many people. While connecting those hands, we will convey the true value of handmade products and the charm of seaweed to the next generation. Vision: Connecting hands. Cooperating and connecting to the future. New value of seaweed created together by everyone involved. Connecting hands. Conveying stories and connecting to people. The charm of seaweed that makes you want to talk about it, the taste that makes you want to give it as a gift. Value: 'Iizuka Taste' created with experience, skill, and trust. 1. The power of discernment based on experience passed down over many years. 2. Artisan skills that adjust the roasting degree according to the variety. 3. A sincere and honest attitude toward producers and customers. Corporate Logo: The new symbol mark is based on the motif of sharing a whole sheet of seaweed by hand. The three divided shapes represent 'producers,' 'Iizuka Nori,' and 'consumers,' embodying the desire to pass on seaweed culture to the future while each connects hands. In addition, the blank space created in the center inherits the shape of the katakana 'I,' which has been the symbol of Iizuka Nori used until now. The ratio of the entire symbol is designed to be the same as actual whole-sheet seaweed (21cm x 19cm). Renewal of packaging and wrapping materials: 'Nori Erabi' (Seaweed Selection) series. 5 types of flavors: 'Nori Erabi' series. The 'Nori Erabi' series of 5 types of sheet seaweed, which have different flavors depending on the time and place of harvest, has also been renewed with a new look. We express the characteristics of each flavor, such as soft melt-in-the-mouth texture and crispy texture, with a 'tearing seaweed' motif inspired by the brand story. On the back, we have posted a flavor graph that visualizes the characteristics of the flavor and recommended ways to eat it, making it a design that allows customers to enjoy choosing while imagining the taste. Furthermore, when you open the wrapping paper, there is a mechanism that reveals the commitment to seaweed making unique to Iizuka Nori and delicious ways to eat it. We have packed in ingenuity so that you can enjoy seaweed more deeply even after purchase. Wrapping materials: Paper bags that fit whole-sheet seaweed perfectly and wrapping paper for gifts have also been renewed to a design that adopts the new logo. We will continue to renew other paper bags and product packaging sequentially. To the next 100 years: Starting with this brand renewal, we will continue to renew product packaging, store materials, and various promotional materials sequentially. As a seaweed specialty store that connects producers and consumers, Iizuka Nori will continue to work on the inheritance and development of seaweed culture and continue its journey toward the next 100 years.