Tokinone Food Package by Toshiki Okada

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DESIGN DETAILS
DESIGN NAME:
Tokinone

PRIMARY FUNCTION:
Food Package

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.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
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.

OPERATION / FLOW / INTERACTION:
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.

PROJECT DURATION AND LOCATION:
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.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION 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.

SPECIFICATIONS / TECHNICAL PROPERTIES:
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

RESEARCH ABSTRACT:
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.

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.

ADDED DATE:
2021-02-16 11:20:55

TEAM MEMBERS (1) :
Brand Manager:Masahito Nunome

IMAGE CREDITS:
All Image: Photographer Nozomi Suzuki 2021 / Art Director Toshiki Okada 2019 / Graphic designer Toshiki Okada 2019

Visit the following page to learn more: https://zikkichi.co.jp/
CLIENT/STUDIO/BRAND DETAILS
NAME:
Zikkichi Co.,Ltd.

PROFILE:
Zikkichi Co., Ltd. is a manufacturer specializing in Japanese tea and matcha based in the historic city of Kawagoe. They manufacture domestically produced foods with a story behind them using Japanese tea. They aim to expand the possibilities of Japanese tea culture so that people can once again feel familiar with and enjoy Japanese tea, whose consumption is decreasing year by year.

NOMINATION DETAILS

Tokinone Food Package by Toshiki Okada is a Nominee in Packaging Design Category.

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AWARD DETAILS

Tokinone Food Package by Toshiki Okada is Winner in Packaging Design Category, 2020 - 2021.



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