Winnow's brand concept is "rejuvenate yourself again," and it supports the lives of people who want to continue evolving agelessly with passion and effort. Its motto is to create products that combine evidence, quality, and the Japanese spirit of hospitality by carefully selecting "natural ingredients" from the great outdoors all over Japan and fusing them with "active ingredients" nurtured by Japanese tradition and "technology" that Japan is proud of. It aims to be a long-lived brand that continues to provide excellent products at affordable prices so that each person can live a "healthy and beautiful life" more efficiently and easily even in their busy daily lives.