From the Forest of Rusk Snacks by Shoichiro Takei and Eriko Kunikata |
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| DESIGN DETAILS | |||||
| DESIGN NAME: From the Forest of Rusk PRIMARY FUNCTION: Snacks INSPIRATION: When designing this product rusk, the team used worldview of picture books which they also work on. After all, they thought of the narrative first, and then tried to make the character with the motif of rusk as lovely as possible. Therefore, the size of eyes, nose and mouth had to be adjusted in millimeters. The rusk used for the design basis is not CG, but actual product to be pictured and used as it is. The natural shaping unique to rusk made its character look more attractive. UNIQUE PROPERTIES / PROJECT DESCRIPTION: This affordable product features simple designs of cute animals made from traditional rusk itself, which are aimed at having maximum impact at the place of purchase and creating a sense of familiarity that makes it easy for consumers to pick up. It is manufactured by the long-established bakery located in a town, which is a regional place with abundant nature. The product’s soft image that originated in lush natural surroundings is reflected in its name and animal motifs. OPERATION / FLOW / INTERACTION: The design is based on the world of a picture book and features various animals that live in the Forest of Rusk. Therefore, even if various flavors are produced in the future, it is possible to create a story that can be associated with the flavor and design new animals to appear, making it easy to create a series and to develop gift items. PROJECT DURATION AND LOCATION: The project started in August 2018 in Kagoshima, Japan and finished in January 2019 in Kagoshima and Tokyo. The products are sold all over Japan now. Immediately after its release, the product became a hot topic on social networking sites on SNS (Twitter, Instagram and so on), with comments such as "cute" and "there are different kinds of animals". The client is considering developing different flavors in the future. FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: It doesn’t matter how wonderful a product is or how much potential an initiative has; if a company cannot effectively promote its products or ideas, it won’t be able to thoroughly communicate its value to the world. The clients of the team consult them with various concerns, such as sales of their clients' existing products or developing a new business. The team approach is extremely simple and effective. They focus on the spirit of a company and its initiatives, and the essence of its products. They also consider the motives of the company’s management and its vision for the future, and incorporate all of these factors into designing a one-and-only brand. They spend the most time and effort on going beyond the surface decorative elements to perceive the true essence of a company and its products. Then they highlight and emphasize the best features, and reflect them in a distinctive design that is unique in the world. They provide total and ongoing support in building their client’s brand, so their clients are able to differentiate their company and product in the market, and boost their sales. Their wish is for clients to use them as a catalyst to bring about a brilliant chemical reaction in their clients' business. SPECIFICATIONS / TECHNICAL PROPERTIES: W140×H210×D40 In Japan, there has been a trend to rearrange rusk dough, but this product is an orthodox rusk made from standard french bread. However, since the ingredients and techniques for baking and applying flavors are among the best in Japan, the team created the packaging design to have a strong impact in order to express the quality and simple deliciousness of the product and to make it easy for people to pick it up. TAGS: #KATALSEVEN, #packagedesign, #brandingdesign, #logodesign, RESEARCH ABSTRACT: In addition to previous product designs and its sales trends, the team also plotted strategy considering the current situation from various viewpoints, such as its target audience, expected selling area, competitor's design and popular rusk designs and the like, in order to attract new buyers. CHALLENGE: The most difficult part of the design process was how to turn being inexpensive into a positive feature. There are lots of ways to create accessible designs. For example, using typography to look pop, or using sizzle feeling from rusk to look tasty. This project is relatively inexpensive and the product will be sold in supermarkets and mass retailers. Also, its target audience is relatively young. For these reasons, they reflected these factors into this character design, also having in mind its new series to be launched. ADDED DATE: 2021-11-30 14:12:48 TEAM MEMBERS (2) : Shoichiro Takei (Designer) and Eriko Kunikata (Producer) IMAGE CREDITS: Hiroki Ogusu(Image Photo) Ryo Kawagoe(Products Photo) PATENTS/COPYRIGHTS: Copyrights belong to KATAL SEVEN Co., Ltd. |
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| Visit the following page to learn more: http://www.katalseven com | |||||
| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Yamazaki Baking Co., Ltd. PROFILE: Founded in 1948 in the midst of postwar food shortages, now Japan's largest bakery company and the second largest in the world. 70 years after its establishment, the Yamazaki Baking Group manufactures a wide variety of high-quality products, including bread, Japanese and Western confectionery, rice, stuffed bread, and noodles. In addition to their efforts to make their products widely available to consumers across Japan through sales at mass merchandisers and convenience store chains, they are also working to further expand and strengthen their own stores. With Yamazaki's spirit of "working for the world by providing high quality, low price products and services based on the customer-first spirit" and the words that guide their way of life, saying "They will boldly tackle changes with wisdom and knowledge to create new value and new demand," they are actively pursuing business opportunities not only in Japan but also overseas. Further, they are constantly striving to fulfill their social mission as a company that plays a role in people's dietary needs, including the development of emergency food supply systems for people in the event of a large-scale disaster, and preparation for the global food crisis caused by grain shortages. |
| AWARD DETAILS | |
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From The Forest of Rusk Snacks by Shoichiro Takei and Eriko Kunikata is Winner in Packaging Design Category, 2021 - 2022.· Press Members: Login or Register to request an exclusive interview with Shoichiro Takei and Eriko Kunikata. · Click here to register inorder to view the profile and other works by Shoichiro Takei and Eriko Kunikata. |
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