We changed the company name in July 2007, and enacted the corporate slogan in 2008. Here, we introduce the origin of the brand name and the sentiment contained in the brand.
We changed our name to "Kracie" in July 2007. The naming of the company contains the following desire of all our employees and executives – "Throughout the changing of the seasons and in daily life, our group's products will bring joy to the hearts of our customers. We aim to create a lifestyle which is healthy, pleasant and enjoyable." Along with the name, which embodies this desire, we chose dandelion yellow as the corporate color.
When we were choosing a name, we asked all employees to submit ideas. We received around 300 suggestions and narrowed the entries down to a selection of potential names. We then conducted a questionnaire twice among employees, and the name Kracie was chosen.
Kracie's company name embraces the sentiment that a thorough understanding of customers' needs and the details of their daily lives, and the provision of products and services which have high value and provide deep satisfaction, connect us to our customers, society and the future.
In October 2008, we adopted this as our shared corporate slogan.
It is a motto for every employee, reminding them to continue to ask themselves questions and to continue to think about their course of action. We believe that continuing to provide the products and new value, which arise from such questioning, to customers and all involved with Kracie, will lead to a company that develops along with society and makes a contribution.
In order to communicate the desire contained in "Taisetsu-Na-Koto" (For the important things in life), we began a Kurashi-ehon (picture book) campaign in 2008. Every year, we feature three important stories in picture book form.