Tokinone Kai Tāwhiwhi by Toshiki Okada is a highly esteemed winner of the very prestigious 2021 A' Design Award Parahi in Hoahoa Takai Competition Category.

ParahiTakai· 2021

Tokinone Kai Tāwhiwhi

by Toshiki Okada

Client: Zikkichi Co.,Ltd.

A' Design Award Parahi Winner in Takai Category

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Verified Award Winner
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Colors

The Design

About Tokinone Kai Tāwhiwhi

Ko Tokinone he hoahoa tāwhiwhi mō te Dorayaki, he keke tuku iho o Hapani i hangaia mā te whakapiri i te pēneti pini ki waenganui i ngā parāoa iti. Ko te putanga Tokinone e tāpiri ana i te kirīmi pata me ngā reka pēnei i te huarākau me te tī matomato. Ka whakamahia e te tauira ngā tae e whitu, kotahi mō ia reka, me ngā āhua matapōkere e whakaatu ana i tētahi kiko ngohengohe. Ko ngā tae me ngā āhua e whakakotahi ana i te tawhito me te hou, ngā tohutoro Hapani me te Uku. Ko te pouaka i hangaia mai i te pepa kounga tiketike kore piata e rite tonu ana ki te kiko o te keke. Kua whakawhāiti te wāhi mō ia keke i roto i te pouaka. Ko ngā wāhanga katoa he pepa hangarua hoki ka taea te kōpaki papatahi i muri i te whakamahinga.

The Recognition

About the A' Design Award Parahi

Ko Tokinone Kai Tāwhiwhi te toa o te A' Design Award Parahi, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke e tohua ana mā te auaha, te mahi mōhio me te whakaaro hōhonu. Ko ngā toa Parahi he mahi pukenga e rite ana, he auaha mīharo, e whakatūturu ana i te wheako nui, te whakaaro me te mōhio-ā-ringa o ā rātou kaihoahoa. E tūmanakohia ana ko Tokinone Kai Tāwhiwhi he taonga whakanuia, whakamīharotia, aroha nui, he ngaio, he auaha hoki. Ko tēnei hoahoa i toa i te Parahi e whakauru ana i ngā tikanga pai rawa i te toi, te pūtaiao, te hoahoa me te hangarau, ā, he tino mīharo ki ngā taipitopito. Ka whakatutuki a Tokinone Kai Tāwhiwhi i ngā hiahia, ka pā ki ngā hiahia, ka whakaoho i ngā kare-ā-roto, ā, ka kume i te pākiki.

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