Overview

Umari (うまり) is an all-new seasoning product that does more than just make food better. It boasts the ability to heighten the senses and enhance cognition. Umari’s ease of use and convenience makes it the perfect product for people who don’t have the time or ability (or just lazy) to cook, but still want to eat delicious food!

As one of the methods to advertise their products, a Youtube channel was created for the Umari company to produce creative content.

Channel ID

The channel ID for Umari takes on a fun-tastical tone with a dreamy, pastel palette combined with playful exaggeration. It utilizes the humorous contrast between soft visuals and pleasant music with the intensity of the rainbow beam as it grows in scale. The imagery of the rainbow rising to outer space represents the heights of flavour that Umari can take consumers to, and the grand aspirations of bringing Umari to every corner of the world!

Key Visual

Showcasing characters from the first three videos debuting on the Umari channel, in the form of food in a bento box. Each video depicts a story in which the characters find their own success through Umari.

Works represented, from top to bottom:

ハッピーハッピーライフ (Happy Happy Life)
Characters: Yamada Hanako and Hana-chan
Director: Joanna Bertilla

マジカル︎まりこ (Magical︎Mariko)
Characters: Mariko and Mr. Pudding
Director: Jocelyn Netanya Wijaya

うまりと僕 (Umari and I)
Characters: Kuro-kun and Sakura-chan
Director: Charlyn Chye Jing Yi

マジカル︎まりこ (Magical︎Mariko)

A series of two-minute animated shorts that follows Mariko, a magical girl in charge of defending her city from villains, accompanied by her companion, Mr. Pudding. Each episode introduces a new antagonist, following a villain-of-the-week structure. The series promotes the beneficial effects of Umari by having Mariko defeat villains using the abilities she gained through eating Umari. Of course, she always does it in a magical way!

うまりの歌 (Umari no Uta)

The official theme song for Umari, which plays during the climax of the first Magical︎Mariko episode.

Magical︎Mariko Limited Edition Box Set

The special box set contains:

   * A QR code that links to the Magical︎Mariko video
   * The bowl that Mariko eats from in the video
   * 1 free packet of Umari seasoning
   * A set of 8 stickers featuring Mariko and Mr. Pudding
   * A mini-figurine of Mr. Pudding
   * A special AR disc, that when scanned using Artivive, displays an animation process
      video for the transformation scene in Magical︎Mariko