CASE STUDY

JATAI INTERNATIONAL

THE PIVOT

Quality is job one. A familiar phrase and a call to action. JATAI has a world wide reputation of delivering the highest quality products. JATAI is regarded as a pioneer in the industry. Commanding an impressive roster of high quality products, MADE IN JAPAN, JATAI is always top of mind in the industry as a forerunner, a LEADER, in North American trade and manufacturing. The challenge of staying relevant and competitive in a rapidly changing marketplace requires a consideration to pivot. A pivot to diversify their offering. A pivot to connect with a new generation. A pivot to clarify their position on the world stage. JATAI does not have to race to bottom on price. Their reputation is built on Quality. Everything that JATAI must do to make this pivot needs to drive their customers and engage with them in a way that sustains their leadership position but connects with them in new ways, expanding their base to a wider audience, globally. JATAI must prove on a daily basis why their products, their content, and their customer service is always World Class. Inspiring the world with stories that amplify their passion, dedication, and heritage through collaboration in a modern multi-platform ecosystem.

THE BRAND STORY

JATAI is a WORLD CLASS organization. Peerless in our efforts to establish early trade with the United States, matchless in our reputation as a leader in distributing top quality beauty implements to the creative community of hairstylists and barbers. Family owned and family run, JATAI’s HERITAGE as an international bridge to commerce and trade, coupled with our deep roots in Japanese ancestry and culture, provides a unique backdrop to how we continually conduct business. 70 years young! Since 1950, JATAI and its distributed products support the creative community of hairstylists and barbers with the cutting edge tools that create the fresh and stylish hair and beard styling of today. A MODERN image for a modern style. JATAI’S decades of experience in manufacturing and distribution has spawned a stunning reputation rooted in honest, strong and dependable business acumen. A RELIABLE reputation that has weathered the test of time. JATAI is regarded as a pioneer in the industry. Commanding an impressive roster of high quality products, MADE IN JAPAN, JATAI is always top of mind in the industry as a forerunner, a LEADER, in manufacturing and distribution. To do business with JATAI is to know the true meaning of the word, INTEGRITY. Honest in our transactions, sincere in our customer service, JATAI’s reputation is simple… we do what we do better than anyone else our customers can find. We know we must not only live up to your expectations… we must exceed them, and that is our promise to you. JATAI GET THE LOOK.

IDENTITY DEVELOPMENT

THE VISION

To be the global leader in manufacturing and distributing high quality beauty and personal care products.

THE MISSION

JATAI is the leader in making and curating high quality products.Our world-class organization provides customer service with integrity and reliability.

THE POSITION

To beauty consumers, our products offer the highest quality and innovative design. We lead the world in delivering exceptional value and reliable customer service.

THE CREATIVE PLATFORM

The new Pivot for JATAI is A WINDOW TO THE WORLD of beauty and fashion. The Square of the new icon becomes a portal to feature the faces and products of JATAI. Creating a new visual language as a creative backdrop to all marketing. This window nets a dynamic look that can be a distinctive across all media and reinforce the new “J” in a thousand new ways. A living Icon.