Tokinone Mikuna Watuna by Toshiki Okada is a highly esteemed winner of the very prestigious 2021 A' Design Award Burunsi Premiu in Pilluchina Kamay Competition Category.

BurunsiPilluchina· 2021

Tokinone Mikuna Watuna

by Toshiki Okada

Client: Zikkichi Co.,Ltd.

A' Design Award Burunsi Premiu Winner in Pilluchina Category

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Verified Award Winner
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Colors

The Design

About Tokinone Mikuna Watuna

Tokinone nisqaqa Dorayaki nisqa Japón llaqtapi ruwasqa mikuna watunanpaq disiñosqa kachkan, chaymi poroto lawata iskay t'anta llapalla nisqa ukhupi churaspa ruwakun. Tokinone rikch'aynin butter crema hinaspa sach'a rurun, q'omer t'ika unu (green tea) hina k'apaqkunata yapan. Chay dibuju qanchis llimp'ita apan, sapa llimp'iqa huk k'apaqpaq, mana yupasqa rikch'aykunawan, mullaq t'aqllayta rikuchispa. Llimp'ikuna hinaspa rikch'aykunaqa ñawpaq hinaspa musuq, Japón hinaspa Occidente yuyaykunata huñunku. Wasichaqa mana llipipiq, allin kalidad papilmanta ruwasqa kachkan, mikunapa t'aqllanwan tupachikuspa. Sapa bizcuchuqa wasicha ukhupi ancha kusa lugarniyuq. Llapan partesqa recicla atiy papilmanta kachkan, hinaspa servichisqa qhipata pampallaña k'utuyta atin.

The Recognition

About the A' Design Award Burunsi Premiu

Tokinone Mikuna Watuna A' Design Award Burunsi Premiu mishak kan, jatun yupaychay, kayta mana shuk shina, mushuk yuyaypi, yuyaypi shinallatak chaskik kaypi riksishka diseñukunaman kun. Burunsi mishak kashkakunaka ruray ushayta charik shinallatak mancharina mushuk rurashkakunami, paykunata rurakkunapak achka yachayta, yuyayta shinallatak ruray ushayta rikuchinku. Tokinone Mikuna Watuna sinchi yupaychashka, kuyashka shinallatak riksishka shuk ruray kanata munanku, ruray yuyaywan shinallatak mushuk yuyaywan. Kay Burunsi Premiu japishka diseñuka arti, siensia, diseñu shinallatak tekinolojíapi ashtawan alli ruraykunata tantachin shinallatak ima ukumanta rikuypi sumak kan. Tokinone Mikuna Watuna mañaykunata alli paktachin, munaykunata llankan, shunkuta kuyachin shinallatak yachayta munayta kallarichin.

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