Tokinone 食品包裝 by Toshiki Okada is a highly esteemed winner of the very prestigious 2021 A' Design Award 銅獎 in 包裝設計 Competition Category.

銅包裝· 2021

Tokinone 食品包裝

by Toshiki Okada

Client: Zikkichi Co.,Ltd.

A' Design Award 銅獎 Winner in 包裝 Category

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Colors

The Design

About Tokinone 食品包裝

Tokinone係一款為銅鑼燒設計嘅包裝,銅鑼燒係日本傳統點心,由兩塊鬆餅夾住豆沙餡製成。Tokinone呢個版本加入咗奶油忌廉,同埋水果、綠茶等口味。包裝圖案運用咗七種顏色,每種代表一種口味,配以隨機嘅圖形,營造出柔軟嘅質感。呢啲顏色同圖形嘅組合,融合咗新舊元素,同時帶出日式同西式嘅風格對照。盒身採用啞面高級紙張,質感貼近點心本身嘅口感。每件點心喺盒內都有充足嘅擺放空間。所有部件均為可回收紙張,使用後可摺疊壓平,方便處理。

The Recognition

About the A' Design Award 銅獎

Tokinone 食品包裝是 A' Design Award 銅獎得主，這是授予以創造力、獨創性和敏銳見長的傑出設計的極具聲望的認可。銅獎得主是技藝嫻熟、創意驚人的作品，印證了其設計師豐富的經驗、想像力與機智。預計Tokinone 食品包裝將成為一件備受推崇、令人欽佩且被珍愛的物品，兼具顯著的專業性與創新性。這件贏得 A' Design Award 銅獎的設計融入藝術、科學、設計和技術領域的最佳實踐，並因注重細節而出類拔萃。Tokinone 食品包裝出色地滿足需求，觸動渴望，迷住情感，並吸引好奇心。

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