Tokyo Bar Co., Ltd. has rebranded its food brand “KAWAÌINE” to address societal issues such as food waste and global warming. The brand features upcycled foods that make use of ingredients that are often discarded, as well as plant-based foods made from vegetable-derived ingredients. As part of the rebranding, the company has updated its packaging design and expanded its retail outlets to spread the brand’s values more widely.
Rebranding for Healthier and Sustainable Food Solutions
In 2023, Tokyo Bar established the “New Material Processing Development LAB” in Tsukuba City, Ibaraki Prefecture. This facility focuses on maximizing the use of vegetable peels, leaves, and other parts that are typically discarded to develop new food products. Leveraging the technology born from this lab, the company is promoting healthy and sustainable food offerings through the rebranding effort.
Post-rebranding, products under the “KAWAÌINE” brand will be available in stores like Bio c’ Bon and Natural Lawson. Products sold under the “THIS IS SALAD” series will include granola made from leftover organic juice pulp, marketed under the concept of a “portable salad.” This convenient product, rich in nutrition, is gaining attention from consumers who want easy access to nutritious food.
Significant changes have also been made to the packaging design as part of the rebranding. The product logo has been updated to a handwritten style, and the use of natural-feeling kraft paper emphasizes the craftsmanship and warmth of the product. The brand’s color scheme now includes “Neutral Gray,” “Cheerful Yellow,” and “Tender Pink,” moving away from the trends of mass production and consumption and instead delivering a heartfelt brand message that connects creators and consumers.
Additionally, the vegetable-based granola, “THIS IS SALAD,” is designed with the message “It’s a snack, but also a vegetable,” incorporating photos of vegetables and natural colors into the product design. The packaging is crafted to immediately convey the product’s uniqueness when picked up by consumers.
The rebranding was informed by the results of a survey conducted by Tokyo Bar in December 2023 among 1,523 men and women aged 25 to 49. The survey found that while approximately 64.9% of women and 51.7% of men recognize the nutritional value of vegetable peels and leaves, many also feel that these ingredients are “difficult to prepare” or “hard to eat.” In response, Tokyo Bar has focused on developing products that allow consumers to easily enjoy these nutritious ingredients, improving their offerings to better meet consumer needs.
Another pillar of the rebranding is the pursuit of sustainability. Tokyo Bar is committed to reducing food waste and adopting sustainable production methods to reduce its environmental impact. The “KAWAÌINE” brand strives to offer enjoyable and delicious foods while also addressing societal issues, aiming to provide a choice that is both appealing and accessible to consumers.
Through this rebranding, the company aims to establish itself as a leading sustainable food brand and expand its market presence. By engaging with both domestic and international buyers and consumers, Tokyo Bar seeks to create a brand loved by many, continuing its development of upcycled foods.
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