New Kenji Brand Development
Who is New Kenji?
New Kenji is a premium sushi rice brand celebrated for its authenticity, quality, and craftsmanship. Founded in collaboration with expert Japanese chefs, the brand perfected the balance of texture, stickiness, and natural sweetness that defines exceptional sushi rice. Since its official launch in 2014, New Kenji has earned a reputation for empowering both home cooks and professionals to create restaurant-quality Japanese dishes with ease.
Despite a strong product and loyal following, New Kenji’s visual identity has lacked cohesion across packaging and digital platforms. As global interest in Japanese cuisine continues to rise, there is an opportunity to refine and unify the brand’s story — ensuring it resonates with modern audiences while staying true to its heritage.
Paladin Marketing’s proposal builds on New Kenji’s existing strengths to create a clear, recognisable, and cohesive design system. Through strategic storytelling and contemporary design, the refreshed identity aims to elevate brand perception, strengthen digital presence, and drive lasting consumer engagement.
