A 211 year-old company we’ve been working with for 31
San-J International has been making soy sauce for a long time. For eight generations, the Sato family has crafted tamari soy sauce from an original, centuries-old recipe. The brand positioning was developed by Gauger + Associates in the ‘80s and has been executed consistently to this day from package design and print collateral, to advertising. Product lines beyond just soy sauces now include soups, crackers, salad dressings and cooking sauces, all created for the American market.
Radio: S Words
Tactics
- Brand Identity + Package Design for San-J’s entire product line, created a unified shelf presence in both the grocery and natural foods channels of distribution, including Whole Foods Markets
- Design of Collateral materials + Promotional Literature
- Public Relations
- Advertising
Results
San-J has gone from a relatively unknown brand to being the #3 soy sauce brand in the U.S. and the best selling natural and organic soy sauces on the market, occupying the premium position in the Natural Foods Category. The ultimate testament to their success and ours is the continued expansion of the U.S. brewery in Richmond, Virginia.