【Background】

MUSUBit is a Direct-to-Consumer (D2C) snack brand designed specifically for young children, based on the concept of “Connecting picky-eating children and mothers.” It is launched by Kojima Seika, a traditional Japanese confectionery manufacturer in Kamaishi City, Iwate Prefecture, with a history spanning 70 years.

Having endured the long history and challenges of Kamaishi City—particularly in the aftermath of the Great East Japan Earthquake—Kojima Seika understands the importance of creating businesses that connect to the future. Inspired by personal experiences, the company recognized the connection between children’s growth and family happiness and decided to address the common challenge many parents face: picky eating.

Under the supervision of a registered dietitian, the team conducted in-depth interviews and surveys with over 100 families to thoroughly understand their needs. Based on these real consumer insights, MUSUBit was created as a brand and product designed with the user at its core.

MUSUBit comes in the form of soft cookies, making them easy for young children to eat. By combining different bases, vegetable powders, and sauces, the snacks help supplement essential nutrients that children often lack while catering to individual taste preferences, offering a personalized dietary experience.

This innovative project gained significant attention upon its launch and has been featured in various media, including Hiyoko Club magazine, local TV stations, and newspapers, successfully capturing market interest.

Click here to visit the official e-commerce website.

【Highlight】

• Initially, the project was commissioned for store design. However, we re-evaluated it from the ground up and proposed a more comprehensive approach, focusing on business and product design.
  

• By conducting in-depth research on the voices of real parenting families, we developed products that directly address the needs of daily life.
  

• Moving forward, we will design a service model that leverages consumer data to enable personalization. Through the PDCA cycle and customer optimization, we aim to create a business framework that continuously evolves to meet consumer needs.

【Project Team】

• Brand Strategy & Business Design: NoMaDoS / Koda Tanaka
• Market Research & Marketing Planning: NoMaDoS / Koda Tanaka
• Creative Director: NoMaDoS / Koda Tanaka
• Project Management: NoMaDoS / Marie Suzuki
• Design: Cocochi / Masahiro Kamioka