Komet: New Kikkoman appearance with lots of umami

The Japanese soy sauce Kikkoman has been given a new corporate identity that is binding for Europe. Accordingly, the Swiss sales partner Delico from Gossau is to adapt all of its advertising materials by the beginning of 2025 - from POS materials and advertisements to posters, online ads and recipe booklets. Only the campaign claim "Food loves Kikkoman" has remained the same.

This was entrusted to their in-house agency Komet, which has been responsible for Kikkoman's local presence for some time. It immediately used this redesign to better convey the main message relevant to the Swiss market and thus increase sales.

The new appearance is intended to show that Kikkoman is not only suitable for Asian dishes, but for all cuisines and seasons. All advertising material refers to the huge collection of recipes Kikkoman.ch.

At the center of the interpretation of Kikkoman's new corporate identity is the iconic bottle from which a fine drop of soy pours over a hexagon borrowed from the Kikkoman logo and ultimately lands on all kinds of dishes. The campaign claim is always inscribed in this hexagon.

At the same time, Komet's CI-compliant, bright and pastel color palette is fully exploited and used extensively as a background, making every visual an eye-catcher.

Responsible at Delico: Kathrin Thalmann (Senior Product Manager), Rebecca Wolgensinger (COO / Head of Marketing). Responsible at Komet: Jeff Gerber (CD), Claudio Parente (AD), Alina Morger (Graphics), Lisa Oppliger (DTP), Daniel Müller (Text), Corinne Hert (Client Service Director), Michelle Hebeisen (Consulting).