I&CO began by grounding the work in what Tsukuroki.jp had spent five years earning — the trust of 30 million meals served since its 2020 launch, and the core promise of a richer table without the burden. Through CEO interviews, cross-functional workshops with leadership and frontline teams, customer data review, and research into domestic and international precedents, we established the foundation for a new brand.

The insight that shaped everything: homemade meals enrich family life, but they come at a cost. Meal-delivery and frozen food subscriptions are convenient, but miss something that matters. Tsuklio was positioned to resolve that tension as the leading brand in a newly defined category — the home-cooked meal subscription.

From that foundation, I&CO developed the brand concept and naming candidates. The new name was validated through multiple rounds of research covering trademark clearance, linguistic testing with native English speakers in the US, and on-the-ground interviews in Singapore to ensure it could cross cultural and phonetic barriers. The name carries forward the spirit of the original service while opening it up to the world.

I&CO developed the full visual identity system, including logo, color palette, typography, original pattern, and packaging design, alongside bilingual brand guidelines, a tagline, and website supervision. The logo symbol fuses the katakana character for “tsu” (ツ) with a smile, embodying Tsuklio's belief that time around the table should nourish more than the body. Tsuklio launched in Singapore in December 2025 and in Japan in March 2026.