[Tokyo Bar Co., Ltd.]
Tokyo Bar rebrands its food brand “KAWAÌINE” with the basic concept of “upcycled and plant-based foods that achieve both nutrition and deliciousness.”
*Tokyo Bar Co., Ltd.*
Press release: September 4, 2024
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Tokyo Bar rebrands its food brand “KAWAÌINE” with the basic concept of “upcycled and plant-based foods that achieve both nutrition and deliciousness.”
*~ “THIS IS”, which was born from domestic organic juices bearing the KAWAÌINE brand, such as Biocebon and Natural Lawson.
Expanding the number of stores handling the SALAD / Portable Salad series ~* *
Tokyo Co., Ltd. develops products with the aim of delivering food items that will be loved by a wide range of people for a long time, while addressing social issues related to food, such as mass waste in food processing, greenhouse gas emissions *1, and safety. BAL (Head office: Tsukuba City, Ibaraki Prefecture, CEO: Tsutsui
Hiroaki Co-founder: Reiko Tsutsui (hereinafter referred to as “Tokyo Bar”) has rebranded Tokyo Bar’s core brand “KAWAÌINE.” *
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“KAWAÌINE” is a food brand produced by Tokyo Bar based on the basic concept of “upcycled *1 & plant-based food *2 that uses every ingredient to achieve both nutrition and deliciousness.” “THIS” is a granola plate using organic juice produced in Tsukuba City, Ibaraki Prefecture, bearing the “KAWAÌINE” brand.
IS SALAD” packaging will also be updated and the number of stores carrying it will be expanded so that more people can get it. *
The base of Tokyo Bar, which has been developing food products with the motto of “disseminating the appeal of Japanese ingredients to the world,” is the “New Materials Processing Development LAB” established in Ibaraki in 2023.
”. Since its establishment, Tokyo Bar has been based on its pride in deliciousness, expanding beyond the realm of upcycled foods by using its unique know-how and the highly nutritious parts of vegetables such as leaves and skins that tend to be thrown away during food
processing. We have developed natural, delicious, and healthy foods that bring out the maximum flavor derived from plants, and have been disseminating them to the world.
Through repeated discussions with domestic and international buyers and customers, Tokyo Bar has decided to rebrand itself, considering ways to provide products that will be loved by as many people as possible over a longer period of time.
In determining the direction of this product, Tokyo Bar conducted a survey in December 2023 targeting 1,523 men and women between the ages of 25 and 49, of whom approximately 64.9% were women. Approximately 51.7% of men also recognized that “the flesh, stems, roots, and leaves of vegetables are nutritious,” but found them “difficult to cook” and “hard to eat.” .
In this rebranding, at the same time as promoting the value provided by the product, this brand is not a product that exists in mass production and mass consumption, but is based on what we have seen while interacting with the producers who are the main raw materials of the product. In order to convey our sincere thoughts, we have created a design that allows you to feel the warmth and commitment of the creator.
Tokyo Bar will continue to develop the “KAWAIINE” brand in order to establish it as a food brand that is loved by even more people, while carefully inheriting the thoughts expressed in this rebranding. * overview*
* Renewal point 1: “KAWAÌINE” logo renewal *
Products bearing the “KAWAÌINE” brand are based at the “New Materials Processing Development LAB” in Ibaraki Prefecture, and in collaboration with domestic producers, they are made from vegetables that are highly nutritious but tend to be thrown away. It is made using leaves, skin, etc.
The brand color is “neutral gray” with the desire to create a “neutral” world free from discrimination and prejudice, and “cheerful” is a symbol of hope for a rich harvest.
We have chosen “yellow” and “tender pink” to express our gratitude to our business partners and customers who support this brand.
*Renewal point 2: Renewal of the packaging of the portable salad “THIS IS SALAD”*
Tokyo Bar focuses on the nutritional value of food residue. “THIS IS SALAD” uses the residue*3 of domestically produced organic juice produced by an agricultural production corporation in Ibaraki Prefecture. From the cultivation of vegetables on this farm to the gentle squeezing of the juice at our own factory, we follow an integrated system, and you can expect a lot of nutritional value from the pomace, including dietary fiber. Product development began with the desire of everyone at Bell Farm to have as many people as possible eat every part of these vegetables.
In this lineup, we are delivering this part as granola, also known as the “third breakfast,” and snacks that can be easily eaten. Many granola and snacks often use oats or wheat as the main ingredients, but “KAWAÌINE”s “THIS”
IS SALAD’s main ingredient is vegetables. “This is not only snack, but also vegetables and salad.”
In order to convey that “THIS IS ALSO SALAD”
We named the product “A Portable Salad,” and designed it to convey the visual message by using vegetable photos and natural colors, and to immediately convey the uniqueness of the product even on the display shelf.
In addition, the product logo is handwritten using a pencil, and by using the texture of kraft paper in key areas, you can feel the warmth and attention to detail of the creator.
In addition, in the English design for global expansion, keywords are scattered at important points to convey that the product is made in Japan, even though it is localized.
US FDA compliant
* Renewal point 3: “Bring sustainability to the mainstream” *
What Tokyo Bar aims to do is to avoid becoming complacent with its big message of “solving social issues,” and to establish a brand that more people can relate to and, above all, find fun and delicious. I am. For this reason, we use photos and illustrations throughout to create a design that is simple yet easy to convey the uniqueness of our products, and uses familiar ingredients that are easy to pick up but are particular about.
We worked hard to visually convey our concept in an easy-to-understand manner. Due to this brand renewal, “THIS IS SALAD” will be available at the following stores. Please feel free to try it out.
* ●Main retailers (in order of sales start date) *
*Biocebon*
On sale
An organic supermarket from Paris that carries a selection of products under the theme of “organic for everyday life.”
We have 24 stores in Tokyo and Kanagawa (as of the end of August 2024) and an online store.
https://www.bio-c-bon.jp/
*Natural Lawson*
Scheduled to start selling sequentially from October 8th (Tuesday) Operates 134 stores in the Tokyo metropolitan area (as of the end of July 2024). This is a store that provides close support for a “beautiful, healthy, and comfortable” lifestyle, mainly for women. https://natural.lawson.co.jp/
* caferrant *
“Caferrant” is an exciting shop specializing in carefully selected coffee beans and foods from around the world.
There are about 30 types of original coffee beans. “Food selection” that delivers “delicious” and “fun” from all over the world.
Shop.” *Sales are scheduled to start around October. Some stores may not carry it.
https://caferrant.jp/
* OFFICE DE YASAI (Office Vegetables) * (Original collaboration package scheduled to start in October)
Cumulatively installed over 10,000 locations! OFFICE DE YASAI is a health company meal service that delivers salads, fruits, and healthy side dishes to offices.
Please contact us for other stores that carry our products.
Tokyo Bar will continue to contribute to the creation of a prosperous society through food, and strive to deliver upcycled materials and plant-based ingredients to as many customers as possible.
Co-Founder Reiko Tsutsui
[About us] My eldest daughter, who is now 3 years old, was born with Down syndrome, and the problem was that her food became thin when it came to weaning her. I wanted my daughter to get a lot of nutrition from even a small meal, so I used as much of the most nutritious parts of vegetables as possible, such as the skins and leaves, to give to my daughter.
The parts of vegetables that are most nutritious, such as leaves and skins, are often thrown away. We are an upcycle brand that started with the aim of creating products that are easy to eat, delicious, and delivered in new ways while retaining the best parts of vegetables. Established: 2019
Head office location: Tsukuba City, Ibaraki Prefecture
Member of Upcycled Food Association (USA)
Instagram:
Global https://www.instagram.com/kawaiine_food
Japan https://www.instagram.com/kawaiine_jp
*1:Upcycle
This is a method of modifying items that were scheduled to be discarded, adding value to them, and updating them into new products. Also known as “creative reuse,” it takes advantage of existing features such as materials and shapes to transform them into something better. Currently, cases are increasing not only in food, but also in clothing, cosmetics, and daily necessities.
*2: Plant-based food
Foods made from plant-based raw materials that do not contain livestock or marine products
*3:Residue
Waste generated on food manufacturing production lines