Background

KIZUNA is the pioneer in the serviced factory industry in Vietnam. The company provides solutions for efficient and secure production environments, helping enterprises to save costs and operate quickly in order to maintain competitive advantage. KIZUNA’s detailed full-service packages, from space rental to legal services, allow both foreign and local business owners to run their businesses effectively.

Objective

KIZUNA wanted to grow enterprises supporting industry (including Japanese and Korean SMEs), and attract more large-scale enterprises investing in their projects. Therefore, what they needed was a brand strategy that met this business goal and fulfilled the needs of its two target customer types. KIZUNA wanted to continue to develop the serviced factory concept nationwide while making sure their core value of 'efficiency for clients’ kept pace with the sale of clients. KIZUNA wanted to ensure that its status as a pioneer in the ready-built factory industry was compatible with their resources and competencies, both now and in the future. 

Action and Result

The new Brand Identity we created for KIZUNA remains minimal and concise. It conveys sustainability and integrity, and also reflects the company’s philosophy based on omotenashi – a Japanese word that translates to ‘customer comes first’. The Brand Identity is flexible enough to be applied to many offline and online marketing platforms. Shades of blue represent confidence, commitment and transparency, which are the qualities most appreciated by many of KIZUNA’s business partners.

We identified that the mission would be to position KIZUNA as a specialist in rental service factories for companies in supporting industry, to magnify its existing emotional values of services that target Japanese clients, and to create new values to meet the specific requirements of Korean clients. For this direction, we suggested the three main points of difference that KIZUNA should focus on. We also revealed that The Idealist is a stronger and more suitable brand archetype for KIZUNA in their new phase of positioning. We partnered with KIZUNA to help them explore their core values.