Chato spent fifteen years converting hillside after hillside to organic cultivation and building a fully integrated system from soil to shipment. The story was extraordinary. The presence wasn't telling it — so we rebuilt how Chato meets the world: the narrative, the website, and the sales story buyers see in the room.
Client
Chato — a Shizuoka-based grower, manufacturer, and exporter of organic matcha and Japanese tea, working with 10 grower groups across 8,000 acres of organic-certified land.
Engagement
Sector
Offering
Global Presence Blueprint™Sector
Organic Tea & Matcha
Model
B2B Export
Market
Japan → Global
Headline Result
An English-first digital presence and sales story that turn Chato's fifteen-year organic transformation into answers global buyers can act on.
Chato had one of the strongest stories in Japanese tea. Over fifteen years, the company converted hillside after hillside to organic cultivation, built a fully integrated system from soil to shipment, and backed its growers with a 100% buyback model — in an industry where 74% of tea farmers are over 60 and tea-farming households have halved since 2008.
Almost none of that reached the buyer. The old site was atmospheric — dark, poetic, photography-led — but it was organized around the company, not the decision. Wholesale, OEM, and R&D existed as labels rather than explanations. A global buyer arriving with practical questions — capacity, certifications, process, terms — found mood where they needed material.
Chato didn't need a prettier brochure. It needed a presence that could carry its real advantage — the people and the fifteen-year transformation behind the tea — and still answer a procurement team's questions without a meeting.
Chato's leadership had already named the idea: Fueki Ryūkō — the philosophy of constancy and change. We built the narrative on that axis. What must not change: the soil, the craft, the responsibility to the people who grow the tea. What must: how Japanese tea reaches the world.
That one idea gave every page and every slide the same spine — tradition as proof, change as promise — and gave Chato a voice that sounds like a leader, not a supplier.
From the narrative
"From field to freight — tea without compromise."
"It starts before the leaf. And lasts long after the cup."
"Rooted in tradition. Ready for what's next."
The language of a company that knows exactly what it protects — and exactly what it's changing.
We designed the new site English-first, around the questions global buyers actually bring: What do you make? How is it grown and processed? Who grows it? Can you prove quality? How do I buy?
Each page answers one. The four-stage system from soil to shipment, the certifications, and the SOMA grower network are presented as evidence, not decoration — so the site can hold a procurement conversation before the first call ever happens.
Scroll inside the frame · Switch pages with the tabs
The old site asked buyers to feel. The new site lets them decide. The pride and the photography stayed — but the story now runs top to bottom: who Chato is, why it matters, and what to do next.
Before · chato.co.jp
After · the new presence
The presence doesn't stop at the website. We designed Chato's buyer-facing presentation — The Next Chapter of Japanese Tea — so the story lands the same way in a meeting as it does online: the crisis in Japanese tea farming, the fifteen-year answer, and the proof points a buyer needs to move, from certifications to commercial terms.
Fulfillment at Chato — from 30g retail pouches to 20kg industrial bags
We built Chato's presence as one connected system: the narrative first, the website around it, and the sales conversation carrying it into the room.
01 · Find the story
The material was already there: an aging industry, a fifteen-year organic transformation, a buyback model that keeps farmers farming. We organized it around Fueki Ryūkō and wrote the English narrative that carries it — from headline to product page.
02 · Rebuild the presence
We designed the English-first site around buyer decisions — home, features, producers, products and services, company, contact — with the four-stage system, certifications, and the SOMA grower network presented as proof rather than decoration.
03 · Extend it to the room
We designed the sales presentation that carries the same story into meetings and trade conversations — from the farmer crisis to the four-stage system to commercial terms — so the website and the pitch reinforce each other instead of competing.
Chato now meets the world with one story told twice — a website that answers a buyer's questions before the first call, and a presentation that carries the same narrative into the room. Certifications, capacity, process, and people are no longer buried in atmosphere; they're the argument.
The company that spent fifteen years rebuilding Japanese tea hillside by hillside finally has a presence that says so — in the language, structure, and evidence global buyers expect.
"The Remark team went far beyond creating a visually appealing design. They took the time to deeply understand our company's background, philosophy, and aspirations, and successfully translated those elements into both clear messaging and the final design. The process itself became a valuable opportunity for us to reexamine our company, and having our identity clearly articulated in words has become a significant asset. We are, of course, also extremely satisfied with the final design outcome."
Maho Morifuji
CEO, Chato
