natto mark

2017.09

for Kikusui Food

A project to support award winning natto manufacturer Kikusui Food of Hitachi City, Ibaraki Prefecture in Japan, to launch their new brand.

“Natto”, is a traditional food popular among Japanese people, made from fermented soybeans. What makes Kikusui Food’s natto production unique is that their experienced craftsmen have a strong obsession in the selection process of domestically grown soybeans, and types of bacillus.Another particularly interesting feature of this natto is that many factors including fermentation time, room temperature, the environment and so on are adjusted depending on the type of soybeans to heighten the taste.

In order to differentiate the product from commonly sold natto, a higher quality product was developed and a specialized brand for online sales has been created. Since this is a product only available online, the brand name, “natto mark”, was taken from the familiar “@” symbol (pronounced as ‘atto-mark’ in Japanese) used in internet e-mail addresses and “a” was replaced with the “n” from “natto”. Further, by partly connecting the end of the letter in the product name, an image of the sticky strings of natto being drawn out is created. To make a clear distinction from generally available natto, there are four kinds of natto with different types of beans to show the manufacturer’s special attention to the ingredients.

As to create a unique home delivery experience, natto will be sent in a special gift box. Instead of adding a brochure, product features and production methods were printed on the wrapping paper, so that the recipient can intuitively read the explanations while unwrapping the package.

一个项目的支持屡获殊荣的日立市，茨城县，日本的纳豆制造商菊水食品，推出自己的新品牌。

纳豆是日本人喜爱的一种传统食品，由发酵的大豆制成。菊水食品公司生产纳豆的独特之处在于，他们经验丰富的工匠对国产大豆的选择过程和芽孢杆菌的种类有着强烈的执着。这款纳豆的另一个特别有趣的特点是，它会根据大豆的类型调整发酵时间、室温、环境等诸多因素，以提高口感。

为了将产品与常见销售的纳豆区别开来，我们开发了更高质量的产品，并创建了专门的在线销售品牌。由于这是一种只在网上销售的产品，品牌名称“natto mark”取自互联网电子邮件地址中常见的“@”符号(日文发音为“atto-mark”)，并将“a”替换为“natto”中的“n”。此外，通过将商品名称中字母的末端部分连接起来，纳豆的粘性线就形成了。为了与一般可买到的纳豆区分开来，这里有四种不同种类的纳豆，以体现厂家对原料的特别重视。

为了创造一个独特的送货上门的体验，纳豆将被送到一个特殊的礼品盒。产品特点和生产方法都印在包装纸上，而不是增加宣传册，这样收信人在打开包装的时候可以直观地阅读说明。