Kankyo Daizen manufactures ammonia odor eliminators and products for soil conditioning and water quality improvement with dramatic effects. Our company name means “environmental improvement.” We work to help improve the environment using beneficial activated water, which we developed from cow urine, a source of pollution, based on our unique microbial fermentation technology, engaging in sustainability activities through the restoration of the soil, water, and air to their original state. Despite established evidence that beneficial activated water increases good bacteria and reduces harmful ones, we found it challenging to effectively explain our technology that uses invisible bacteria and were unable to convince consumers that our products are safe enough to drink. To address the situation, we launched a project budgeted at ¥50 million that included comprehensive brand designing.

We focused on explaining this groundbreaking technology as simply as we could and promoting accurate public understanding of it. We began by coming up with the name “beneficial activated water” and renewed our visual identity. Our products, upcycled from cow urine, a source of pollution, enrich the lives of people on ranches and farms and in their neighborhoods, and the effectiveness of our products can be experienced by people around the world. We are thus engaged in sustainability activities that help improve the global environment. We established the Research Center for Soil, Water, and Air to reap the fruits of research here, such as technology for enhanced microbial degradation of livestock waste, to benefit future society and people’s lives. The target audience of our products are people interested in environmental conservation and improvement.

Our brand logo is a stylized design of the Japanese character “zen” in zen damakin, which means good bacteria. The character “zen” expresses not only good bacteria but also the company’s mission of creating a sustainable society. This led to a significant increase in public recognition of the company. The black-and-white designs of the logo and other applications express our awareness of the need to improve the environment, while the illustrations used in our ads and on our product labels give an impression of cleanliness with friendly touches. To gain deeper understanding of our products, we ran newspaper ads targeting rural ranchers and elderly farmers as well as held many online and offline events for general consumers. With respect to package design, we created a simple, long-life design using eco-friendly bottles made of biomass material.

Our branding project widely publicized the mission of our company and resonated with the public. It also enhanced internal understanding of our products, facilitating sales activities and expanding our customer base around the world. Our products provide consumers with an opportunity to help keep planet Earth healthy in their daily lives through odor elimination and gardening. Our project prompted various media, including Vogue Japan Magazine, to feature our products. Our package design, which embodies our brand image, has helped expand our sales channels and boost project-related sales from ¥190 million to ¥260 million.