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Bachan's unveils brand refresh
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Friday, 05 September, 2025, 16 : 00 PM [IST]
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California, USA
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Bachan's announced a brand refresh, including a refreshed visual identity and packaging redesign giving its brand name and iconic octopus mascot—affectionately known as Octo—centre stage.
Justin Gill, Bachan's founder and CEO, said, "When I launched Bachan's in 2019 we were the first, and only, Japanese Barbecue Sauce in US. So, 'Japanese Barbecue Sauce' was the first thing customers would see on our label and that was by design. I knew the day would come when we would want to bring our beloved brand name to the forefront. I'm honoured today is that day."
The updated label design retains the brand's signature clean and simple design while bringing Bachan's brand name to the forefront, as well as a now bright red Octo. Flavour names also now pop more, making it easier for consumers to find beloved flavours. The new look is rolling out nationwide now and is already available at many of the more than 25,000 retail locations nationwide where Bachan's can be found, including Target, Whole Foods, Costco, Walmart, Kroger, and more.
"Since the beginning, our octopus mascot has been a playful nod to our Japanese heritage, my love of the ocean, and a symbol of the love and tradition in every bottle. With this refresh, we wanted to let Octo shine while staying true to the well-loved, clean aesthetic that's defined our brand from the start," added Gill.
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