Strategy  Brand, Business

Introducing Harumaru

How we shaped brand strategy and packaging to introduce a healthier protein alternative for everyday eating—and why every decision mattered.

A protein alternative from a beloved soy sauce brand? Strategy brings together tradition and innovation to shape what—and how—we eat next.

We all know Kikkoman—what’s Harumaru?

Kikkoman has long been a symbol of Japanese quality and taste, best known for soy sauce found in kitchens around the world. But Harumaru is something different.

How so?

More than a new product, Harumaru is Kikkoman’s first R&D-driven, direct-to-consumer test brand introducing alternative protein noodles made from chickpeas. The brand was created for modern lifestyles: health-conscious but flavour-first, culturally curious but time-poor. Harumaru is about living better without overcomplication, inspired by Japanese values of balance, wellness, and simplicity.

And the name?

It blends two ideas: Haru which means springtime, fresh starts, renewal and maru, a circle, completeness, and a sense of ease. Together, they reflect the brand’s role as a gentle, natural entry point into better living—starting with what’s on your plate.

Let’s talk about the look. Can you unpack the packaging strategy?

Our packaging allows Harumaru to stand apart from the Kikkoman master brand but keeps it connected by incorporating subtle Japanese cues in the typography, layout, and illustration. Flavour takes centre stage, supported by chickpea noodle health benefits. Every visual is designed to feel honest, light, and modern—no ingredient overload, no overpromising. The result: a clean identity built for digital shelves.

A digital-first brand launch! Why not supermarkets?

We chose a digital-first approach for strategic reasons. Competing for shelf space in traditional supermarkets can be expensive and slow, especially for new categories. This was a test marketing initiative, not a full-scale launch. Digital-first channels—TikTok Shop, Shopee, and Meta—offer targeted access to curious consumers, lower barriers to entry, and the ability to gather real-time feedback rapidly. They give the brand room to learn, iterate, and grow without pressure before considering broader retail expansion.

Did it work?

Well, we made Harumaru easy to try, leveraging Kikkoman’s credibility while introducing the new brand as a fresh, approachable evolution. The campaign and channels were designed to close the intention–action gap, positioning healthier eating as not a leap, but a small, satisfying shift.

Singapore-style Mala sauce pairs perfectly with the chickpea noodles. The level of spiciness was just right for me, providing a nice kick. I definitely want to have it again.

Shopee Customer

What did we bring to the table?

We built Harumaru from strat to shelf—brand strategy, positioning, naming, and identity system. We crafted packaging for digital retail and developed campaign direction, messaging, and a channel plan across TikTok, Meta, and Shopee. We also produced ecommerce assets such as product listings, thumbnails, and content guidelines.

On top of that, we mapped out a phased go-to-market plan, designed a marketing calendar with activation concepts, pop-up ideas, and event types, and created a partnership framework with a prioritised shortlist to support future scaling.

The result? 

A lean, focused brand test that delivers rich consumer insights, validation, and a clear next step for R&D. Harumaru proves that with the right strategy, even the unfamiliar can feel warm, friendly, and right.

If you’re ready to make waves, let’s talk.