Umios' rebranding, including a change to its corporate identity, has won the Japan Institute of Design Promotion's 2026 Good Design Award. The company changed its name from マルハニチロ on 1 March, and the new brand promotes value creation originating from the sea.
Umios' rebranding was recognized alongside the redefinition of its corporate identity, earning a Good Design Award from the Japan Institute of Design Promotion. Against the backdrop of its long history, the company has positioned the sea as the foundation of the value creation at the core of the brand.
Factors cited in the award included reforms to the corporate identity, including the introduction of a brand symbol and the company name change, a review of the corporate philosophy and reforms to the working environment. The evaluation covered the redesign of the organization as a whole, rather than merely its logo or company name. Brand development and rollout initiatives were also cited as having been recognized.
The company changed its name from マルハニチロ to Umios on 1 March 2024. Through the rebranding process, it aims to promote the health of people and the planet through food by creating value originating from the sea.
The development and rollout of the brand symbol and brand assets were cited as elements evaluated for the award.