Kobeya

Campaign Diaries

Japan

“I Apologized to Employees” But After All, Kobeya Let Go of 70% of Sales, A Major Rebranding by the Long-Established Bakery

Brand: Kobeya

Campaign: Kobeya Kitchen Atre Ebisu Store Rebranding

Source: https://www.advertimes.com/20260819/article554238/

Goal: To rejuvenate the brand and connect with customers through a new brand statement

Claim: Be Playful

Summary: Kobeya is undergoing a major rebranding as it prepares to reopen the Kobeya Kitchen Atre Ebisu Store on August 20. This includes a new corporate logo, store design, and uniforms, aimed at shifting from product and quality differentiation to generating empathy through worldviews and experiences. The rebranding reflects the company's transition after selling off its packaging bread business, now focusing on frozen dough and direct management operations. The new brand statement emphasizes creating 'new commons in food' with the core slogan 'Be Playful', embodying a fresh and engaging approach to customer experience.

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