“CRACK YOUR EGG?” How SUNNY SIDE UP’s First-Ever Brand Book, Packed with the Company’s Charm, Was Created! Digital Version Now Available!

Hello. We are Kusunoki from Public Relations Business Division 1, Makino from Division 2, and Sagawa from Division 3 (Sports).
In this blog post, we would like to share the behind-the-scenes story of the production of SUNNY SIDE UP’s first brand book.

One day, we received the following message from President Tsugihara:

“Let’s create a brand book for SUNNY SIDE UP. I want everyone to think about ‘what kind of company we want to be’ and ‘how we want to be perceived,’ and ensure that SUNNY SIDE UP’s brand and appeal are clearly communicated. We, the older generation, will align ourselves with the corporate culture, direction, and branding that you all come up with, so please create a wonderful brand book!”

The company’s first project of its kind. We thought, “Oh no, what should we do?”
Without a moment to lose, young volunteer members gathered to form the SSU Brand Book Production Committee.

After overcoming the hectic days that began with that sudden message, we published SUNNY SIDE UP’s first-ever brand book on March 2, 2020, which is “SUNNY DAY.”

The theme is “CRACK YOUR EGG?”

The theme of the brand book is “CRACK YOUR EGG?” This theme conveys the message: “If you break out of your shell, you can become whoever you want to be and do whatever you want to do. Come on, let’s crack that shell!”

The planning, photography, writing, and design were all executed and directed by our members. We produced it without showing any of the progress to President Tsugihara or the other executives.

First, we had thorough discussions about “what kind of company is SUNNY SIDE UP?” and “how are we perceived by others?”

A scene from last year’s Group Kick-off Meeting

“The atmosphere is like the day before a school festival, every single day.”

“Everyone has different personalities and ideas, but everyone seems to enjoy their work.”

“PR, restaurant operations, athlete management… We can’t quite explain what kind of company we are ourselves, but it feels like a fun place.”

The common thread was, after all, the SUNNY SIDE UP slogan itself: “Let’s Have Fun!”

As the company grows, the number of employees increases, and new businesses are launched one after another, there are times when it is honestly difficult to explain exactly what the company is doing right now. However, everyone seems to be enjoying their work. And everyone, including myself, is challenging themselves with new things to “entertain” the world. This is a company where such members gather.

Therefore, the theme “CRACK YOUR EGG?” was born from the desire to have more fun and to break out of our shells to take on further challenges.

The production period lasted several months. We held numerous meetings with the designers.

The planning for each page consists of three parts, each with unique content following its respective theme:
• “About Kitchen,” which conveys the appeal of SUNNY SIDE UP as a company.
• “About EGGS,” which highlights the charm of the people at SUNNY SIDE UP.
• “About Cooking,” which showcases the “fun excitement” that SUNNY SIDE UP continues to create.

The content includes standard features such as round-table discussions between members and close-up interviews. However, it also features unique SUNNY SIDE UP projects, such as a “Yes/No” diagnostic to see what it would be like if you were a member of SUNNY SIDE UP, and a feature story about spending a day at one of our client companies. Please take a look!

While this brand book is distributed to those who visit our office (both students and corporate clients), we have also released a digital version on the SUNNY SIDE UP website. For everyone doing their best while staying at home, please feel free to browse it!

https://my.ebook5.net/sunnysideup/brandbook/