Tokinone Ngwugwu Nri by Toshiki Okada is a highly esteemed winner of the very prestigious 2021 Ihe Nrite A' Design Award nke Bronz in Nhazi Ngwungwu Competition Category.

BronzNgwungwu· 2021

Tokinone Ngwugwu Nri

by Toshiki Okada

Client: Zikkichi Co.,Ltd.

Ihe Nrite A' Design Award nke Bronz Winner in Ngwungwu Category

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Colors

The Design

About Tokinone Ngwugwu Nri

Tokinone bụ nhazi ngwugwu maka Dorayaki, achịcha ọdịnala Japan e ji mee site n'ịkọwapụta agwa mmiri n'etiti achịcha achị. Ụdị Tokinone gbakwunyere ude bọta na ụtọ dị iche iche dịka mkpụrụ osisi na tii akwụkwọ ndụ akwụkwọ ndụ (green tea). Ihe atụ ahụ ji agba asaa, otu maka ụtọ ọ bụla, jiri ụdịdị enweghị usoro nke na-egosi akụkụ dị nro. Agba na ụdịdị ndị a agwakọtara ochie na ọhụrụ, ntụaka Japan na nke Ọdịda Anyanwụ. E ji akwụkwọ dị elu nke na-adịghị enwu enwu mee igbe ahụ, nke dabara na akụkụ achịcha ahụ. A na-enye achịcha ọ bụla oghere zuru oke n'ime igbe ahụ. Akụkụ niile bụ akwụkwọ enwere ike ịmegharị iji ọzọ, ma nwee ike ịpịaji ya kpọm ka a gwụchara iji ya.

The Recognition

About the Ihe Nrite A' Design Award nke Bronz

Tokinone Ngwugwu Nri meriri A' Design Award nke Bronz, nnabata dị oke ugwu e nyere design ndị pụtara ìhè nke a ma ama maka nzụlite ihe, ọgụgụ isi na nghọta. Ndị meriri na Bronz bụ ihe e mere nke ndị nwere nka nke ukwuu ma dị mma n'imepụta nke na-egosi ahụmahụ buru ibu, echiche na ọgụgụ isi nke ndị designer ha. A na-atụ anya na Tokinone Ngwugwu Nri ga-abụ ihe a na-asọpụrụ nke ukwuu, a na-eto na a hụrụ n'anya, nke dị oke ọrụ ma dị ọhụrụ. Design a meriri A' Design Award nke Bronz na-agụnye ụzọ kacha mma n'ime nka, sayensị, design na teknụzụ, ma dị mma nke ukwuu maka nlebara anya ya n'obere ihe. Tokinone Ngwugwu Nri na-emezu mkpa nke ọma, na-emetụ ọchịchọ aka, na-adọrọ mmetụta obi ma na-adọta ọchịchọ ịmara.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Tokinone is a new and nostalgic product that adds butter cream and flavors such as fruit and green tea to Dorayaki , a traditional Japanese pastry made by sandwiching bean paste between pancakes.
Fun patterns with colors representing the seven flavors and random shapes are expressing the fluffy texture.
Unlike traditional Japanese confectionery packaging, the colorful, pop, and high quality atmosphere of this product is appreciated as a gift. It is made of non-glossy high quality paper, all made from recyclable paper products.
Dimensions & Packaging: Small box:(W)200mm x (D)120mm x (H)105mm
Large box:(W)200mm x (D)98mm x (H)235mm
Individual:(W)118mm x (D)30mm x (H)138mm
Tags: Sweets, Traditional sweets, Japanese sweets, Wagashi, Japanese food, Package design
Production Technology: The Dorayaki cakes that come in the box are very soft, so each one is specially designed to have sufficient margins. The box is made of non-glossy high quality paper to match the texture of the Dorayaki. Also recyclable paper products were chosen for everything related to this product.
Design Challenge: Many of the traditional Japanese confectionery packages were expected to be of high quality as gifts, and this project was required to express a modern style while inheriting the tradition. In the design, expressing the warmth was the most important part of this product, which is prepared by hand, while at the same time achieving both the quality as a gift.
Research: Kawagoe City, where this product is sold, is a tourist destination, and in recent years has become a popular dating spot among young people and foreigners. With the shift in tourist demographics, the traditional souvenir wagashi also needed to be reborn. The branding and package were designed from scratch to create a product that would be loved by people of all ages and languages, while retaining the Japanese tradition.
Inspiration: Tokinone means "tone of time" in Japanese. To revive this Japanese traditional confectionery Dorayaki (pancake-like patties wrraped around filling of sweet bean paste.) handed down from long ago as a new local specialty of the modern age, colors and shapes that give a sense of both new and old, Japanese and Western styles are used.
The colors used in the design were imagined from butter, strawberry, tangerine, rum, sweet potato, matcha, and hojicha.
Project Duration: Development began in 2019 in Kawagoe City, Saitama Prefecture, and sales began in 2020 at a long-established Japanese confectionery store near Kita-in, Kawagoe City.
Operation Flow: The design is consistent with the rationale behind the color choice, but also visually catches the eye with a pop and high quality atmosphere that makes the product tasty and enjoyable. All packages are made of paper and can be easily disassembled and folded, making them environmentally friendly.
Team Members: Brand Manager:Masahito Nunome
Image Credits: All Image: Photographer Nozomi Suzuki 2021 / Art Director Toshiki Okada 2019 / Graphic designer Toshiki Okada 2019