From the Forest of Rusk 스낵 패키지 by Shoichiro Takei and Eriko Kunikata

From the Forest of Rusk 스낵 패키지 by Shoichiro Takei and Eriko Kunikata is a highly esteemed winner of the very prestigious 2022 A' Design Award 은상 in 패키징 디자인 Competition Category.

은패키징· 2022

From the Forest of Rusk 스낵 패키지

by Shoichiro Takei and Eriko Kunikata

Client: Yamazaki Baking Co., Ltd.

A' Design Award 은상 Winner in 패키징 Category

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Colors

The Design

About From the Forest of Rusk 스낵 패키지

'러스크의 숲에서(From the Forest of Rusk)'는 일본의 슈퍼마켓과 대형 유통 매장에서 판매되는 러스크 스낵을 위한 패키지 디자인이다. 그림책의 세계관을 바탕으로 한 디자인으로, 러스크의 숲에 사는 동물들을 표현했다. 각 동물 캐릭터는 컴퓨터 그래픽으로 제작한 것이 아니라 실제 제품인 러스크 자체로 형태를 만들어 촬영한 것이다. 눈과 코, 입의 크기를 밀리미터 단위로 조정하여 캐릭터마다 매력적인 표정을 완성했다. 패키지 크기는 140 × 210 × 40밀리미터이다. 새로운 맛이 출시될 때마다 새로운 동물을 추가할 수 있다.

The Recognition

About the A' Design Award 은상

From the Forest of Rusk 스낵 패키지, 이 작품은 A' Design Award 은상 수상작으로, 최상급이며 아름답고 인상적인 디자인에 수여되는 비범하게 권위 있는 인정입니다. 은상 수상작은 대단히 뛰어나고 매우 창의적인 작품으로, 디자이너의 탁월한 전문 지식, 재능, 통찰력을 보여 줍니다. From the Forest of Rusk 스낵 패키지, 이 작품은 훌륭한 대표작으로서 매우 전문적이고 깊이 있게 혁신적일 것으로 기대됩니다. 이 은상 수상 디자인은 예술, 과학, 디자인, 기술의 경계를 넓히는 데 이바지하는 주목할 만하고 찬사를 받는 발명품입니다. From the Forest of Rusk 스낵 패키지, 이 작품은 모두가 부러워하는 창작물로서 욕망을 일깨우고 긍정적인 감정을 불러오며 경탄과 경이로움을 불러일으킵니다.

Behind the Design

Press Kit

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

Unique Properties: This affordable product features simple designs of cute animals made from traditional rusk itself, which are aimed at having maximum impact at the place of purchase and creating a sense of familiarity that makes it easy for consumers to pick up. It is manufactured by the long-established bakery located in a town, which is a regional place with abundant nature. The product’s soft image that originated in lush natural surroundings is reflected in its name and animal motifs.
Dimensions & Packaging: W140×H210×D40
In Japan, there has been a trend to rearrange rusk dough, but this product is an orthodox rusk made from standard french bread. However, since the ingredients and techniques for baking and applying flavors are among the best in Japan, the team created the packaging design to have a strong impact in order to express the quality and simple deliciousness of the product and to make it easy for people to pick it up.
Tags: #KATALSEVEN, #packagedesign, #brandingdesign, #logodesign,
Production Technology: It doesn’t matter how wonderful a product is or how much potential an initiative has; if a company cannot effectively promote its products or ideas, it won’t be able to thoroughly communicate its value to the world. The clients of the team consult them with various concerns, such as sales of their clients' existing products or developing a new business. The team approach is extremely simple and effective. They focus on the spirit of a company and its initiatives, and the essence of its products. They also consider the motives of the company’s management and its vision for the future, and incorporate all of these factors into designing a one-and-only brand. They spend the most time and effort on going beyond the surface decorative elements to perceive the true essence of a company and its products. Then they highlight and emphasize the best features, and reflect them in a distinctive design that is unique in the world. They provide total and ongoing support in building their client’s brand, so their clients are able to differentiate their company and product in the market, and boost their sales. Their wish is for clients to use them as a catalyst to bring about a brilliant chemical reaction in their clients' business.
Design Challenge: The most difficult part of the design process was how to turn being inexpensive into a positive feature. There are lots of ways to create accessible designs. For example, using typography to look pop, or using sizzle feeling from rusk to look tasty. This project is relatively inexpensive and the product will be sold in supermarkets and mass retailers. Also, its target audience is relatively young. For these reasons, they reflected these factors into this character design, also having in mind its new series to be launched.
Research: In addition to previous product designs and its sales trends, the team also plotted strategy considering the current situation from various viewpoints, such as its target audience, expected selling area, competitor's design and popular rusk designs and the like, in order to attract new buyers.
Inspiration: When designing this product rusk, the team used worldview of picture books which they also work on. After all, they thought of the narrative first, and then tried to make the character with the motif of rusk as lovely as possible. Therefore, the size of eyes, nose and mouth had to be adjusted in millimeters. The rusk used for the design basis is not CG, but actual product to be pictured and used as it is. The natural shaping unique to rusk made its character look more attractive.
Project Duration: The project started in August 2018 in Kagoshima, Japan and finished in January 2019 in Kagoshima and Tokyo. The products are sold all over Japan now. Immediately after its release, the product became a hot topic on social networking sites on SNS (Twitter, Instagram and so on), with comments such as "cute" and "there are different kinds of animals". The client is considering developing different flavors in the future.
Operation Flow: The design is based on the world of a picture book and features various animals that live in the Forest of Rusk. Therefore, even if various flavors are produced in the future, it is possible to create a story that can be associated with the flavor and design new animals to appear, making it easy to create a series and to develop gift items.
Patents: Copyrights belong to KATAL SEVEN Co., Ltd.
Team Members: Shoichiro Takei (Designer)
Eriko Kunikata (Producer)
Image Credits: Hiroki Ogusu(Image Photo)
Ryo Kawagoe(Products Photo)