Global creative agency Robot Food has partnered with Japan’s leading vinegar and seasoning brand Mizkan, to help demystify Japanese cooking for the European market. Through a brand idea, visual and verbal identity, brand world and packaging design, Robot Food has translated the Japanese expression into a contemporary and accessible household staple for a European audience.
Cooking with Japan-ease
European consumers are increasingly hungry for global flavours and are looking for new ways to expand their repertoire of home-cooked recipes beyond special occasions. But these exotic cuisines they enjoy in restaurants often feel complicated and almost impossible to replicate at home. So, as a leading Japanese brand, Mizkan was well placed to shake things up by bringing the vibrant taste of Japan to home kitchens.
The new brand idea ‘Japan-ease’ positions Mizkan as a guide – educating and inspiring consumers, while giving them the confidence to whip up their own Japanese-inspired meals without the intimidation often associated with the cuisine.
The Land of Contradictions
To differentiate Mizkan from the functional, and often inaccessible aesthetic of the competition, the new visual identity embodies Japan’s reputation as the ‘land of contradictions.’ The design blends traditional craft with the excitement, energy, and vibrancy of modern Japanese culture.
Sam Jepson, Senior Designer at Robot Food, said: “Mizkan are the originators and innovators of real Japanese ingredients. Their products are a household staple in Japan, used and stocked everywhere from Michelin-star restaurants to corner shops. But here in Europe, they’re relatively unknown. So the new identity needed to not only be accessible, but tell the story of their rich heritage.”
The packaging features modern reinterpretations of traditional Japanese patterns overlaid with vibrant food photography.
This combination offers exciting yet achievable meal inspiration, directly linking to the brand’s authentic roots while promising ease of use. With a future-proofed packaging system, Mizkan’s identity is now fit for future innovation, with the flexibility to span potential range extensions such as meal kits.
All in the details
The design system is a combination of cultural nuance and foodie function. The primary typeface echoes the shapes of Japanese characters, working in harmony with Kanji. By utilising both English and Japanese translations for product names, the brand doesn’t just inspire, but educates the consumer.
Born from the eki stamps found in Japanese train stations, the new icons act as an ‘Easter egg’ for those familiar with the culture, while serving as functional navigation tools to help consumers use and explore the products.
A world of inspiration
The new expression also encompasses a passionate verbal identity. Tonally, the brand supports those with the will, but no confidence in their skill, to get creative in the kitchen. The fusion of English and Japanese language is a playful nod to the brand’s heritage. And expressive, onomatopoeic phrases add texture and fun to the cooking experience.
Beyond the pack, the entire brand world is brought to life through vibrant colour and playful illustrations that reflect Mizkan’s passion for flavour, experimentation, and discovery.
Jess Cook, Client Services Director at Robot Food, adds: “The Mizkan brand is deeply rooted in Japanese culture, with kawaii condiment plushies even available as collectables. It was an honour to partner with the UK-based team and trusted to translate over 220 years of history for a European market”.
Stephanie Mazel-Dawson, Head of Japanese Food Service & Retail at Mizkan Euro Ltd, said: “Japanese flavours are flourishing across Europe, but many food lovers still see them as exciting but a little unfamiliar. Bridging the gap between our rich Japanese heritage and the modern European kitchen, Robot Food have harnessed the spirit of our successful Mizkan brand in Japan and translated it into an accessible, household staple for EU foodies. The new expression is reflective of our passion, expertise, and has already helped us secure listings in major French retailers Auchan, Carrefour and Leclerc.”
The new identity and packaging for Mizkan is now live in stores across France with further launches planned for Italy, Germany and Belgium later in the year.
