Ajinomoto Philippines Corporation (APC) recently introduced the new global logo and refreshed packaging of its flagship product, AJI-NO-MOTO® Umami Seasoning, during a special event held at its Makati Head Office. This launch marks the brand’s official entry into a new era—balancing modern aesthetics with its iconic identity, as part of the AJI-NO-MOTO® Rebranding Project, a global initiative spearheaded by the Ajinomoto Group.
A Global Rebranding for a Timeless Flavor
The AJI-NO-MOTO® Rebranding Project aims to modernize the brand’s image for future generations while preserving the product’s trusted taste and the brand’s core values. With this rebrand, Ajinomoto seeks to evolve visually and culturally, maintaining its relevance in households around the world. The updated packaging features a clean, contemporary design while retaining the iconic red bowl mark—an emblem that stands for warmth, deliciousness, and a shared sense of joy through food.
The launch event served as a platform to communicate this evolution clearly to stakeholders and partners, demonstrating how AJI-NO-MOTO® remains committed to its mission of enhancing the flavor of everyday meals. The new look is not just a design shift; it’s a visual representation of the brand’s ongoing journey to stay connected with families while adapting to changing consumer expectations.
Localized Appeal for Filipino Consumers
In the Philippine market, AJI-NO-MOTO®’s refreshed look incorporates unique brand elements that resonate strongly with local consumers. The updated packaging proudly features beloved symbols like the “Tak-Tak-Tak®” catchphrase—a sound synonymous with the seasoning’s use in Filipino kitchens—and the friendly AjiPanda® character, which has long endeared the brand to younger audiences.
This localization effort is part of a broader strategy to ensure that the brand stays culturally relevant while aligning with the global design direction. The new visuals reflect a careful balance between heritage and innovation, a combination that strengthens consumer loyalty and broadens appeal across multiple generations.
Leadership and Endorser Support
The unveiling event was attended by APC’s leadership team, including Ms. Mika Makino, Director for Sales, Marketing, and PR; Mr. Mayo Recto, AJI-NO-MOTO® Brand Manager; and Ms. Lois Viray. Together, they shared insights into the design transformation and its strategic alignment with Ajinomoto’s long-term brand vision.
Celebrity endorser Ms. Iya Villania-Arellano also took part in the celebration, reinforcing AJI-NO-MOTO®’s role in Filipino family life. Her presence underscored the personal connection many Filipinos have with the brand, especially in home cooking and cherished mealtime traditions. Representing today’s Filipino homemaker, Villania-Arellano highlighted how the brand continues to be a reliable kitchen partner through the years.
The event also energized APC’s Field Sales Team, equipping them with renewed passion and confidence as they bring the revitalized AJI-NO-MOTO® into more Filipino households. By rallying its internal teams around the rebrand, APC strengthens its position in the competitive seasoning category, with a look designed to appeal to new users while still comforting loyal fans.
Same Trusted Taste, Fresh New Look
Though its packaging has changed, the essence of AJI-NO-MOTO® remains the same. For decades, the brand has been more than just a seasoning—it has been a silent contributor to joyful meals and a staple on Filipino dining tables. From everyday ulam to special occasion dishes, AJI-NO-MOTO® continues to be a key ingredient in creating delicious experiences shared with loved ones.
The rebranding is not simply about design—it’s about progress. It signals the brand’s intention to grow with its consumers while staying rooted in its heritage. The new chapter reflects a dedication to remain relevant, loved, and trusted—now and in the future.
AJI-NO-MOTO®’s updated identity is a testament to Ajinomoto Philippines Corporation’s promise to bring more flavor, more joy, and more heart into every Filipino home. With a look made for today’s generation and beyond, the brand reaffirms its place not just in the kitchen, but in the hearts of Filipino families.
