#Japan #Branding #Good Design #Hakodate #Sazae

Sazae Brand Achieves Prestigious Award

In a remarkable achievement, the Sazae brand, known for its delicious rice balls and traditional sweet rice cakes called "ohagi," has been recognized in the 2025 Good Design Award Top 100. This honor was awarded by the Japan Design Promotion Organization, acknowledging innovative branding efforts aimed at revitalizing Japan's food culture.

Sazae's Legacy

The journey of Sazae dates back to 1957, originating from a small eatery in Hakodate's morning market. The founder, Tomi Nomura, initially created ohagi as a staff meal, which soon captured the attention of customers with its exceptional taste. This led to the transformation of the eatery into a dedicated shop for ohagi. Inspired by the popular manga character "Sazae-san," the brand's name reflects a commitment to embody warmth and approachability, values that resonate deeply with the people of Hokkaido. Today, Sazae operates about 59 outlets across the region.

Revitalization Through Rebranding

Over the years, the Sazae brand had spread its offerings thin, leading to an identity crisis. In response, a significant rebranding initiative was launched, returning to its roots focused on ohagi and rice balls. The product line was streamlined, reducing the assortment by approximately two-thirds while enhancing the focus on key items. With a new brand concept, "Nestled in Your Palm, Our Heartfelt Wishes," Sazae has revived traditional hand-made methods, enhancing the flavors of its offerings.

To create a cohesive brand experience, a new logo emphasizing the essence of ohagi and rice balls was introduced, accompanied by fresh communication tools. This reinvention is geared toward future generations while honoring traditional craftsmanship.

Outstanding Results of the Rebranding

Since the rebranding, sales across all stores have surged significantly, reporting a remarkable increase of 141% for its flagship products compared to the same month last year (as of November 2024). The website's traffic also skyrocketed from 3,477 monthly visits to an impressive 335,919, marking a dramatic 100-fold increase. Sazae's revitalized identity has garnered attention from local media, including Sapporo Television and Hokkaido Newspaper, as it establishes itself as a renewed icon of Hokkaido’s food culture.

Recognition from Good Design Award Judges

The Good Design Award judges praised Sazae's return to its founding spirit while redefining its brand identity. They highlighted the new logo that symbolizes ohagi and rice balls, coupled with carefully selected color schemes reflecting the ingredients. The consistent design across packaging, stores, and the web effectively conveys the warmth of local craftsmanship, bridging generational gaps and enhancing customer engagement. Sazae's sustainable model for preserving Hokkaido's culinary heritage was also highly commended.

Comments from Sazae’s Leadership

Sōichi Ishimizu, President of Sazae Food Company, expressed immense joy at receiving the Good Design Best 100 award. He stated that this recognition serves as a guiding light for their aspirations rooted in tradition, encapsulated in their motto, "Nestled in Your Palm, Our Heartfelt Wishes." His commitment to delivering Hokkaido’s bounty and spreading smiles at dining tables reflects a mission that aligns with the essence of their products.

Furthermore, Akihiro Nishizawa, the founder of Eight Branding Design, emphasized the importance of uniting the rich tastes of home with modern lifestyles. With the acclaim from the Good Design Award, the company aspires to continue contributing to the advancement of Hokkaido’s food culture.

About the Good Design Award

Managed by the Japan Design Promotion Organization, the Good Design Award is esteemed for evaluating and promoting exceptional design since its inception in 1957. This globally recognized award aims to improve quality of life through design while resolving social challenges. The iconic "G Mark" is a symbol of outstanding design and is widely respected for its representation of quality and innovation.

For more information about Eight Branding Design and its commitment to invigorate Japan through branding, visit their official site here.