TENTIAL Inc.

STORY

A rebranding initiative was carried out to strengthen competitiveness in the wellness industry by unifying brand identity. This included a logo refresh and the development of brand guidelines, incorporating a design that blends health and technology.

The corporate website was redesigned with an improved UX to clearly communicate product features and scientific evidence. A brand video was produced to showcase how TENTIAL products enhance quality of life, while advertising promotions targeted athletes and health-conscious consumers through tailored marketing strategies.

Additionally, branding and product development efforts were reinforced for BAKUNE, the company’s flagship recovery wear designed to improve sleep quality. Highly regarded by athletes and business professionals, BAKUNE adopted a design that visually communicates its functionality, supported by marketing based on scientific data. A combination of online and offline promotional strategies was implemented to increase customer engagement and brand presence.

APPROACH

The name “BAKUNE” is derived from the combination of “爆睡 (baku-sui)” meaning deep sleep and “寝る (neru)” meaning to sleep, effectively encapsulating the product’s concept of achieving high-quality sleep. The choice of hiragana for the branding emphasizes approachability and memorability. The name was carefully crafted to succinctly convey its function as recovery wear while resonating with the target audience.

STORY:
TENTIAL envisions “supporting lifelong challengers with tools that recharge the body” and develops products that enhance health and well-being. The brand story highlights not just health-related items but a data-driven approach to improving performance.

Through BAKUNE, TENTIAL introduces a new value proposition by enhancing everyday sleep environments. To strengthen credibility and brand awareness, the company expanded collaborations with influencers and amplified its presence on social media, effectively engaging its target audience.