企業の在りたい姿をつくる・伝える

In February 2023, Calbee, Inc. announced its "Change 2025" initiative―a three-year transformation plan aligned with the company's "2030 Vision" medium-term management strategy. The "NEXT Calbee & Beyond" logo represents this initiative.The action keyword is “okashii” (a playful portmanteau combining "okashi" (snacks) and "I," expressing the fun and personal connection between snacks and the individual.) while the key item that will act as the trigger is the “Kurimeito” (The sprout of creation). While incorporating these ideas, the company has created a message for both its employees and society, centering on a statement design that conveys Calbee, Inc.’s new corporate stance: “Adore the new seeds.”

We live in an age in which change and evolution are required, regardless of a company’s size. Many companies are formulating new visions, missions and values. The image that a company should have and aspires to plays an important role for all its stakeholders, including its employees, customers and shareholders. It should lead to the establishment of essential relationships, including in terms of why people work hard, why they buy products and services, what kind of future they can share with others, and why they support the company.

The thoughts, method and path forward cannot be conveyed solely through words and numbers. Neither can what we should value. As a long-term project aimed at fostering an understanding of this ideal state, we consistently designed key items that lead to statements, stories, visuals, videos, and even actual initiatives.