Gold Packaging Design · 2020
Kuniichi Food Package
- A' Design Award 2020 Gold Winner in Packaging Design
- Awarded April 15, 2020
- CLIENT: Cocodoru
- Estimated Number of Design Views: 69,684
- Verification code 0D156625F3 · Verify this award
About Kuniichi Food Package
The traditional Japanese preserved food Tsukudani is not well known in the world. A soy sauce-based stewed dish combining various seafood and land ingredients. The new package includes nine labels designed to modernize traditional Japanese patterns and express the characteristics of ingredients. The new brand logo is designed with the expectation of continuing that tradition for the next 100 years.
Within the distinguished tradition of contemporary packaging design that honors artisanal food craftsmanship, Katsunari Shishido's Kuniichi Food Package represents an exemplary synthesis of systematic brand architecture with expressive pattern diversity, suggesting influences from both traditional textile arts and modern graphic design sensibilities, the arrangement of nine distinct packages within a unified grid format demonstrates sophisticated understanding of how individual visual identities can maintain coherence through consistent structural elements including uniform box proportions, standardized typography placement, and repeated brand mark positioning, while simultaneously celebrating the unique character of each product through differentiated surface patterns, the chromatic strategy appears deliberately calibrated to create harmonic relationships across the ensemble, with warm coral and orange tones establishing dialogue with cool blues and greens while neutral cream grounds provide visual rest between more saturated passages, the pattern vocabulary draws upon multiple design traditions including botanical illustration evident in the chrysanthemum and poppy motifs, geometric abstraction visible in the scattered quadrilateral composition, and organic naturalism expressed through the watercolor leaf gradients, technical execution suggests mastery of both hand-rendered illustration and systematic reproduction, with fine linear details maintaining clarity while broader color fields achieve subtle tonal gradation, the vertical Japanese typography contributes cultural specificity while functioning as compositional anchor within each unit's asymmetrical balance, this work invites contemplation of how packaging design transcends mere functional containment to become a medium for cultural expression, aesthetic pleasure, and the communication of care and quality that transforms everyday food products into gifts worthy of celebration.
Press Kit
- Unique Properties
- It is a package design of Japanese traditional food (food boiled in soy sauce) and we aimed for a package that attracted viewers' interest in order to make it easier to purchase this product. A cubic shape that can be expressed richly and enjoyed by touching people. As a result, young people and the elderly have been chosen and new developments have been brought as gifts. And before developing the package, we started by creating a new logo first. We designed a logo to launch a new brand with a new naming.
- Dimensions & Packaging
- Size: High 75 x Wide75 x Depth75mm / Print: CMYK(350dpi) / Color variations: 9 variations
- Tags
- japanese, food, package, graphic, textile, pattern, illustration, colorful
- Production Technology
- Designed to promote display and willingness to buy. When displaying products at stores, etc., a large number of products can be stacked, and the square design enables various display methods, so that products can be displayed freely and unified anywhere.The result was that people who saw the product show were attracted, and instead of buying one, they could buy three and six together.
- Design Challenge
- In order to target products to a wide range of generations, we started by creating new logos first. I designed the logo for the launch of a new brand with a new naming from the company name.
- Project Duration
- Started selling at department stores and shopping malls nationwide in 2019 as a new brand of a Tsukudani manufacturer in Mie, Japan.
- Operation Flow
- The problem was that the Japanese food Tsukudani (food boiled in soy sauce) was not very popular with younger generations. I wanted to make this Tsukudani easy for young people to touch like sweets. Thinking about purchasing as a gift or souvenir, and developing flavor variations with color and Illustration pattern combinations, young people were also hit and the set purchase was even more successful.
- Research
- We anticipated that the variety of various flavors would increase, and verified the coloring and patterns suitable for the ingredients.It can be easily identified in the current product lineup, and it can respond to future additional lineups.
- Inspiration
- Japanese food called Tsukudani (food boiled in soy sauce) is not popular among young people, so there was a problem that there were few opportunities to see it. So, I devised a package design that would give my interest to hands such as gifts like sweets, and it was brilliantly spread from the young generation to the elderly.
Colors of Kuniichi Food Package
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G0E3 ShopDesign Interview about Kuniichi Food Package
It's an exciting feeling to enjoy as a gift.
It is about making a package design that reaches the younger generation, and making the traditional Japanese food widely known.
We will popularize Tsukudani, a traditional Japanese preserved food, so that young people can be familiar with it.
It took about 2 months to design from the brand logo.
I made a proposal from the logo design in the form of a package and proceeded with the production.
It is managed and manufactured on the brand side.
This is to break the packaging method and tradition that is different from other companies.
I don't know at this stage.
It is a young generation of Japan.
It is a concept that casually accepts the traditional image of Japan.
A new brand name was created by combining the initials of a manufacturer with a long history. The meaning is the number one in the country and the only one in the country.
The tools are Adobe Illustrator and Photoshop.
It's exciting. It is a design that makes your heart flutter and is familiar.
The design was done by myself. We worked together with a planner on a project to expand sales channels.
The point is that you can freely lay out the items that are displayed in the store. And the point was that the quantity of products could be more than the general package.
I studied the culture of gifts and examined the preferences of older and younger people.
Since the product lineup will continue to increase in the future, it was decided to randomly select the design color and pattern at the start, and to have a sense of unity.
I received an invitation email.
It means that taste and vision are connected.