This brand is based on “Chrono-nutrition,” which focuses on Nutrient Timing. We introduce a new approach of selecting heathy foods by changing the perception from "nutrient balance" to "nutrient timing."

In the era of “The 100-Year Life,” Health is becoming a key societal issue. However, too many health food options can confuse people.

Convenience stores are the most familiar touchpoint for the Japanese. Seven-Eleven in Japan has the world's highest store count. Many operate 24 hours, allowing people to buy products anytime, aligning effectively with Chrono-nutrition, which focuses on nutrient timing.

The Japanese start-up “dot.me” has partnered with Seven-Eleven Japan to launch an innovative health food brand “Cycle.me.” The brand is based on “Chrono-nutrition,” which focuses on “when to eat,” Knowing the right timing makes the choice much simpler. Research on the body’s internal clock shows that the impact of nutrients varies depending on the timing of meals. Morning, daytime, night. For each time period, We developed products containing recommended nutrients, such as protein bars, beverages, chocolate crunches, jellies, snacks, and instant noodles. There are a wide variety of products to meet diverse lifestyles. Many Seven-Eleven stores in Japan operate 24 hours, enabling people to buy products anytime. This aligns effectively with Chrono-nutrition.

The package design indicates the ideal timing to eat by a clock symbol mark. It is simple and functional, offering only the essential information about the ingredients. We created brochures and displays to help understand Chrono-nutrition. At the store, they introduce a new approach of selecting healthy foods. Traditionally, packaging must be vibrant to stand out. we thought the opposite - that the brand color’s gray pops out in a colorful space. We presented the concept of Chrono-nutrition through a digital platform and to gain media exposure, organized pop-up stores.

Cycle.me has spread to more than 21,000 Seven-Eleven stores all over Japan. Japan tops the world in store count, with 20 million visitors daily. About 1 in 6 people shop there every day. It generated a lot of buzz and received extensive coverage on TV. Through open innovation, more companies are joining us. Cycle.me created a simpler way to choose healthy foods and instilled healthy eating habits that can be maintained effortlessly.