Introducing FINE GROUP: A New Name and a New Look, Built on 50 Years of Trust
Introducing FINE GROUP: A New Name and a New Look, Built on 50 Years of Trust
Fine Japan is bringing all of its brands together under one name: FINE GROUP. Along with the new name, we're introducing a new logo — one that connects our roots to where we're headed next.
Since 1974, Fine Japan has made health foods and supplements with one simple goal: helping people live healthier, more beautiful lives. As our company has grown, our brands, packaging, and materials have grown too — sometimes in different directions. Starting this year, we're bringing everything together under a single, unified brand: FINE GROUP.
A Squirrel, Since the Very Beginning
If you've followed Fine Japan for a while, you may already know our squirrel. It's been part of our identity since our founding, and for good reason. Squirrels move quickly and leap with confidence. They also store away energy, then use it to grow strong. We've always felt that image fit us well: a company that works hard, plans ahead, and keeps growing.
Squirrels are also simply easy to like. They feel warm and familiar, not distant or clinical — which matters a lot for a company that makes products people trust with their health, every single day.
How the New Logo Came Together
The new FINE GROUP logo wasn't designed from a blank page. It was built by layering our own history — combining the original squirrel mark from our founding days with the "F" symbol we've used since 2012.
The original squirrel
Our very first mark. Simple, bold, and instantly recognizable — it has stayed close to our brand for over 50 years.
The "F" symbol
A circular mark with a white line forming the letter "F" and a squirrel's tail. Soft curves stood for health and beauty; the colors stood for health and research.
The new FINE GROUP mark
A squirrel, standing tall, wrapped in a ribbon that echoes the white line from our 2012 logo. Two eras of Fine Japan, combined into one.
The new mark tells one story: we're carrying the legacy we inherited into the future — without letting go of where we came from.
What's Changing — and What Isn't
Over the coming months, you'll start to see the new FINE GROUP name and logo appear across our products, packaging, and website, both in Japan and internationally. This rollout will happen gradually, so you may see both the old and new branding for a while during the transition.
What won't change is what the brand stands for. The same research, the same in-house manufacturing and quality control, and the same commitment to your health that we've carried since 1974.
About Fine Japan
Fine Japan has researched, developed, manufactured, and sold health foods and supplements since 1974. We handle manufacturing, research, and quality control ourselves, in house, rather than outsourcing them — so we can stand behind every product we make.
We're proud of where Fine Japan has been, and even more excited about where FINE GROUP is headed. Thank you for being part of our story — here's to the next chapter, together.