With 40% Japanese investment, FujiFoods Ltd. was established in 2013, positioning its focused operations in the food and catering industry. Beef products are produced, packaged, and distributed according to strict quality control procedures and a 100% Japanese technology machinery system. Recognizing the new consumer trend, FujiFoods has made a bold decision to change its business strategy (from B2B to B2C as well as rebranding after 7 years of operation).
How do we make customers pay for FujiFoods instead of a bunch of other competitive products?
The key to the success of the business.
FujiFoods is a brand that carries a Japanese soul. Referring to Japan, the image of people who work dedicatedly, thoughtfully, and very hard for the community, would come to mind. At FujiFoods, customer satisfaction is at the heart of every product and service. Inspired by the core values of FujiFoods, GU chooses the slogan “Yêu từng bữa ăn ngon” as the orientation for communication activities.
The new logo evolved from the Fuji mountain motif in the original, stylized line with a bold accent that mimics the Japanese calligraphy pen. Two halves of the circle connect at the mountain, symbolizing the intersection of heaven and earth, as well as the philosophy of yin and yang rotating (Bagua circle). To increase the prominence and cultural character of Japan, the logo cluster can be placed in a rectangular block inspired by the shape of a Japanese lantern.
Tasty on various platform
Following the slogan “Yêu từng bữa ăn ngon”, GU creates delicious meals right on digital platforms.