Ogimi Bunch
BRANDING, NAMING / 2023 X RAW SATAMATHE PROBLEMOgimi is one of my most beloved projects. It was my first big branding project, and the starting point of what would later shape Raw Satama’s methodology.
The client arrived full of energy and ideas. Their vision came from a mix of experiences, from business competitions to a growing interest in healthier lifestyles, and a trip to Japan that sparked an “aha” moment during a layover.
At its core, the project was simple. A healthy food alternative for college students on the go. At the time, there were very few options on campus. You either had the time to eat well, or you settled for convenience.
This gap became increasingly frustrating. The only healthy option available was consistently overcrowded, making it impractical for students with tight schedules.
The business model was clear but needed structure. Salads in jars, sold through vending machines that were constantly restocked. A grab-and-go solution designed to fit seamlessly into student life. At the same time, the brand envisioned a zero-waste approach, redistributing unsold products to community kitchens before expiration.
What the project needed was a brand capable of holding both sides of the idea. Personal wellbeing and collective responsibility.
THE RITUAL DEVELOPEDOgimi Bunch is conceived as more than a food option. It is a small, everyday act of care that connects the individual with a larger community.
The concept draws from the inspiration of Ogimi, a Japanese blue zone known for longevity. Not only because of its plant-based diet, but because of its strong sense of community and shared responsibility.
These principles became the foundation of the brand. It is not just about buying a salad. It is about participating in a circular mindset, one that encourages taking care of yourself while also giving back.
The brand feels energetic, peaceful, and optimistic. It speaks to students who want better choices without sacrificing time, and who resonate with a more conscious way of living.
In this sense, Ogimi Bunch is not positioned as a traditional salad concept. It becomes the starting point of a lifestyle. One where the product is only part of the story, and the real value lies in the behavior it invites.
