We developed a new business and brand strategy rooted in Authentic Japanese Craft that carves out a premium tier in the Asian sauces category for Yamasa USA, creating an artisanal platform for their high-quality shoyus, sauces and broths. The expressions Trinity created for Yamasa include everything from packaging and website to social media content, advertising and retail POS, as well as managing Yamasa’s retail activation, special events and an influencer program. Every expression and activation reflects Yamasa’s attention to detail, honors its rich Japanese heritage and celebrates being crafted in America.
Post-launch first three months of Amazon sales surpassed all of the prior year
The brand’s new visual system is anchored by an elegant white canvas adorned with choiceful touches of black and the brand’s powerful equity red, suggesting its Japanese inspiration. A stylized illustration links Yamasa’s roots in the Japanese town of Choshi to its home in Oregon’s Willamette Valley– a location chosen to match Choshi’s climate and pristine water. The distinctive line-drawing style extends throughout Yamasa’s look and feel, creating a throughline across the brand’s many touchpoints.
