Fumiko Okazeri · CLIENT: KINOSHITASEIAN Co., Ltd.
This package was created for the yokan line launched by a long-established Japanese bean paste maker. While preserving the traditional value of yokan, it breaks away from the conventional heavy packaging style. The nostalgic yet casual design brings warmth and approachability, perfectly matching the organic and simple taste of the sweets. Welcomed even by those unfamiliar with wagashi, it has been highly acclaimed and has won numerous awards both in Japan and abroad.
Press Kit
- Unique Properties
- While preserving the authentic value of traditional yokan, this design redefines the conventional image of heavy packaging. By incorporating hand-drawn ingredient illustrations and vivid visuals, it creates a friendly, casual impression that evokes both nostalgia and warmth. The additive-free, naturally colored taste is conveyed through an organic expression, appealing even to audiences unfamiliar with wagashi.
- Dimensions & Packaging
- Width 30 mm x Depth 18 mm x Height 82 mm
- Tags
- Casual style, watercolor illustration, organic concept, reinterpretation of tradition, Japanese sweets, modern wagashi, natural texture, cheerful experience
- Production Technology
- Each individual package uses coated cardboard designed to withstand contact with liquid yokan during production. For the gift box, a refined, subdued color palette was selected to convey dignity as a present. While maintaining an elegant atmosphere, the vivid visual impact revealed upon opening enriches the experience, transforming the moment of enjoying traditional Japanese sweets into a special, delightful occasion.
- Design Challenge
- The project initially focused on ohagi, a fresh confection of bean paste and glutinous rice. However, issues of short shelf life and waste posed significant risks. Leveraging expertise in yokan, we proposed shifting from a five-piece to a ten-piece concept. With yokan’s year-long shelf life, the plan evolved into developing eight varieties. Though production volume and time demands were challenging, the result was a vibrant and distinctive lineup.
- Project Duration
- This private label store opened on May 30, 2024.
- Operation Flow
- In social gatherings, the assortment of yokan varieties encourages lively communication, as guests enjoy choosing and sharing different flavors together. Since every type is made without additives, they can be enjoyed safely and with peace of mind by children and families alike.
- Research
- We purchased yokan from long-established to newly opened confectioners, analyzing packaging design, its relation to taste, and structural details. Inspiration was also drawn from other wagashi and even Western sweets. The study revealed the need to address both individual enjoyment and gift-giving. Thus, adjustments such as edge treatments of illustrations when boxed and fine refinements were applied to elevate overall quality.
- Inspiration
- This project originated when a long-established bean paste manufacturer, primarily engaged in OEM production, launched its own brand. Entering the BtoC market represented a significant challenge, particularly in contemporary Japan where Western confectionery is more favored. The key issue was how to effectively reach younger generations less familiar with traditional Japanese sweets.
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