Let’s Get Excited!


You may have wondered more than once why we subtitled this magazine a small business love story. We call The Snowfox Standard that because it’s essentially your magazine. It’s a place where we can talk about the joys and challenges of everything you put into your business and how much we appreciate it (as always, see the Customer Love section for how much your guests appreciate it).

Among your recent challenges are, of course, changes in labels, containers and pricing. They’re essential to our growth and to you staying competitive as more and more people try to enter the sushi game and set up shop down the street from you.

One element of the new labels is also a Food and Drug Administration requirement. We’re fortunate to live in a country with rather strict consumer protection. So we always see these requirements as an opportunity to project the image of a top-tier brand to our customers. Frankly, looking a little sharper than the other grocery deli sushi companies is something we’ve always excelled at.

To provide some insight into this important change, we spoke with Snowfox Vice President Brian Lee about the factors that led to our upgrade.

“We’ve gotten a lot of praise from our clients the last few years about our uniforms and signage, but the one area where we noticed at least one competitor had the edge on us was packaging,” he said.

Lee pointed out that although company Chairman Jim Kim wanted to introduce Americans to authentic, exotic food more readily available in their grocery deli, he never wanted Snowfox to be seen as Asian per se. The Chairman’s long game was always high-end convenience.

“We’ve been getting by with a stylized, Japanese pattern on our container,” Lee said. “But, frankly, we don’t want it to look cheap or outdated, so it was time to make a bold decision.

If you’ve been keeping up with the exciting changes at Snowfox through The Standard, you’ve probably also guessed that creating brand cohesion with our new, increasingly successful restaurants will boost your sales at the grocery store level. The VP confirmed that we needed a more sophisticated logo and color palette than those of our recent retail labels.

Lee also added that President Kwon, he and the Snowfox operations team also wanted to take advantage of the transition to address any packaging issue that was bugging chefs or customers. “As fun as the fox paw sticker was, it was also a necessity to thoroughly secure the lid. With our new more secure containers, we’ve eliminated the need for a second sticker and reduced the workload of chefs and our warehouse staff,” he said.

A lot of thought and necessity went into our new labels and packaging, and they are the most visual turning point in our new brand identity.

We hope you’ll keep an outlook of embracing change and know that to your guests your new labels project an image of more than just a hardworking small business–they tell them that they’re engaging with a known brand they can trust for a delicious, convenient high-end dining experience.