Calbee US market testing for Japan’s snack giant


In the lead-up to their successful IPO Calbee entrusted btrax with end-to-end strategy, implementation, marketing and PR for a popup store to test potential new products for markets outside Japan.


  • Developed and implemented brand palette from store opening to ongoing marketing
  • Led product line selection and name localization
  • Designed comprehensive print materials including tri-fold brochures, event postcards, coupons, store stationery and posters
  • Produced collateral materials including table tents, store staff t-shirts and mugs
  • Created digital menu signage and large-scale LED display ad for the Westfield, San Francisco’s largest mall
  • Created brand awareness via social media contests and marketing events
  • Conducted consumer feedback studies to refine messaging and marketing


  • VIP and grand opening events drew several hundred attendees
  • Attracted wide media coverage from outlets such as SF Station, Eater, and SF Chronicle
  • Digital ad was displayed to over 1,350,000 shoppers
  • Inked a distribution deal with PepsiCo and doubled their US market share
  • 40% Integrated Marketing
  • 35%Branding
  • 15%Event Planning
  • 10%Collateral Design

Integrated Marketing




Event Planning


Collateral Design

btrax provided an excellent branding service for our first Calbee shop project. Their creativity and cultural sensitivity helped deliver solid results.

1.3M shoppers exposed to digital ad

See more related works.

  • Expedia

    The Cove

    Asian localization for an Oscar-winning film
  • Expedia

    Panda Express

    Health conscious nutritional calculator
  • Expedia

    Trip Advisor

    Japan face for world’s top travel review site
Learn how we can help you.