The Kikkoman soy sauce is the front runner for Kikkoman Corporation, doing little to influence their dispensary bottles' sales. Previous market plans were to stay in the food industry, more succinctly, influencing businesses of large or local oriental restaurants. Most of the products are bought in supermarkets, in either international products or even domestic products. Today, they manufacture more food than just soy sauce, but their soy sauce (following the distinct design of the dispensary, made by Kenji Ekuan) is their main source of revenue.

This redesign should bring more attention to the 15 FL OZ Kikkoman soy sauce bottle, especially for Hibachi Chefs. Hibachi Chefs are not only known to be excellent cooks but flamboyant performers and entertainers. Everything in their arsenal, from soy sauce to a gas lighter to water, is displayed and designed to keep the hungry customers excited and amused. Preparation is key to their act, but aesthetics are a genuine part of it too. Hibachi chefs are dressed in traditional Japanese teppanyaki attire and may even speak Japanese phrases or words.

Redesigning the Kikkoman soy sauce bottle through the form of the label while amplifying its "uniqueness" with illustrations should push the bottle's aesthetic for these highly-skilled, performer chefs. This redesign also helps differentiate itself from other soy sauce brands because of a change to form, utility, and consideration of its hibachi restaurants' usage.