Lohmeyer Brand Fully Rebranded: Launching New Strategy for the Next 100 Years with Vision 'Heart-warming, Shin Western Food Experience'

Lohmeyer Co., Ltd., a subsidiary of Starzen Co., Ltd., has rebranded its long-established 'Lohmeyer' brand. The company has renewed its logos, packaging, and product lineups, and is initiating a new brand development strategy for the next 100 years, centered on the new brand vision, 'Heart-warming, Shin Western Food Experience.'

Background of the Rebranding The Lohmeyer brand, with a history dating back to its founding in 1921, has been cherished by many customers for years. However, with multiple brands and products in development, the unique value and characteristics of the Lohmeyer brand became difficult for customers to perceive. To address this challenge, the company formed an internal project team to conduct status analysis and market research, clarifying the value Lohmeyer intends to deliver to customers.

Formulation of Brand Vision Through these initiatives, the company re-evaluated the brand's value and explored how to continue being chosen by customers. The result was the recognition that it is essential for the brand to deliver value not only through product quality, but also through the dining experience and the time spent at the table. Based on this, the brand vision 'Heart-warming, Shin Western Food Experience' was formulated.

Meaning Behind the Vision 'Heart-warming' refers to the goal of creating experiences that lead to smiles, not just through the taste and quality of products, but through the time spent at the table. It embodies the desire to deliver value that enriches dining occasions with family and loved ones. 'Shin Western Food Experience' uses 'Shin' to represent multiple meanings in Japanese: evolution, innovation, truth, deepening, and expansion. By respecting traditional techniques while redefining Western cuisine for modern lifestyles, Lohmeyer aims to propose new experiences.

Summary of Brand Renewal 1. Restructuring into three brand segments: Ginza Lohmeyer, Lohmeyer Classic, and Lohmeyer House. 2. Renewal of logos and packaging to better convey the brand's world view. 3. Organizing the product lineup to clarify the role of each brand.

New World of Lohmeyer - Ginza Lohmeyer: Stylish Western cuisine for festive occasions. Features a shield-inspired logo. - Lohmeyer Classic: Traditional craftsmanship for satisfying flavors. Ideal for gifts and self-indulgence. Updated logo highlights the 'Classic' name. - Lohmeyer House: Casual luxury for daily tables. Logo features cream and dark green colors with a large plate silhouette, evoking warmth and comfort.