Brand Tone

Authentic, Mindful, and Nurturing

Brand Values

• •Tradition and Craftsmanship
• •Quality and Purity
• •Seasonality
• •Health and Well-being
• •Connection

Best Practices

• •Lead with the Story
• •Use Sensory and Evocative Language
• •Emphasize Purity and Origin
• •Educate Gently
• •Maintain a Minimalist and Respectful Voice

Social Perception

Premium, trustworthy, and expert-led brand; perceived as high-end and artisanal, and a niche, educational source.

Copy Examples

• •Feel the gentle warmth from within. Our Ginger Onion Koji is a blend of savory, umami-rich rice koji from the artisans at Gomi Shoyu and the comforting heat of fresh ginger and onion. Perfect for marinades, stir-fries, or as a base for a nourishing soup, it ’s a simple way to care for your body and delight your senses.
• •The lemons of Setouchi have arrived, and with them, our seasonal Lemon Koji. We wait all year for these fragrant, organic lemons, harvested only at their peak. We ferment them whole with traditional rice koji to create a flavor that is bright, deep, and truly alive. It's a taste of the season, spun just for you. Available now on the Tsumugite store. #Tsumugite #LemonKoji #SeasonalEating #Fermentation
• •Tsumugite means 'the one who spins.' It is our mission to spin threads that connect you to the seasons, to dedicated artisans, and to the timeless wisdom of Japanese fermentation. Each jar we offer is more than an ingredient; it is a story of craft, a taste of nature, and a simple way to nurture your daily life.
• •A Taste of Winter: Introducing Our Newest Fermented Creations
• •Artisanal Japanese Fermented Foods | Tsumugite Store | Shop Authentic Koji & Amazake | Curated by Misa Enomoto