Shoichiro Takei and Eriko KunikataによるFrom the Forest of Rusk スナック菓子のパッケージ

Shoichiro Takei and Eriko KunikataによるFrom the Forest of Rusk スナック菓子のパッケージは、パッケージデザインコンペティションカテゴリーにおける非常に権威ある2022 A' Design Award 銀賞の優れた受賞作品です。

銀パッケージ· 2022

From the Forest of Rusk スナック菓子のパッケージ

デザイナー： Shoichiro Takei and Eriko Kunikata

クライアント: Yamazaki Baking Co., Ltd.

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デザイン

From the Forest of Rusk スナック菓子のパッケージについて

「ラスクの森から」は、日本のスーパーマーケットや量販店で販売されるラスク菓子のパッケージデザインです。絵本の世界観をベースに、ラスクの森にすむ動物たちを表現しました。それぞれの動物キャラクターはラスクそのものを組み合わせて形づくられており、コンピュータグラフィックスではなく、実際の商品を撮影して制作されています。目や鼻、口の大きさはミリ単位で調整し、キャラクターに愛らしさを与えました。パッケージのサイズは140×210×40ミリメートルです。新しいフレーバーの登場に合わせて、新たな動物たちを増やしていくことができます。

受賞

A' Design Award 銀賞について

From the Forest of Rusk スナック菓子のパッケージは、見事で印象的なハイエンドのデザインに授与される、非常に権威ある評価である A' Design Award 銀賞の受賞作品です。銀賞の受賞作品は、きわめて輝かしく創造性に富んだ作品であり、デザイナーの傑出した専門知識、才能、洞察力を示しています。From the Forest of Rusk スナック菓子のパッケージは、素晴らしい代表作であり、驚くほどプロフェッショナルで、深く革新的であることが期待されます。この A' Design Award 銀賞を受賞したデザインは、非常に注目すべき称賛される発明であり、芸術・科学・デザイン・技術の境界に寄与し、それを前進させます。From the Forest of Rusk スナック菓子のパッケージは、多くの人に羨まれる創造物であり、欲求を呼び覚まし、前向きな感情をもたらし、驚きと感嘆を灯します。

デザインの裏側

プレスキット

デザイナーが提供するクレジット、チームメンバー、技術的な詳細。

独自の特性: 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.
寸法とパッケージ: 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.
タグ: #KATALSEVEN, #packagedesign, #brandingdesign, #logodesign,
製造技術: 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.
デザインの課題: 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.
リサーチ: 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.
インスピレーション: 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.
プロジェクト期間: 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.
オペレーションフロー: 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.
特許: Copyrights belong to KATAL SEVEN Co., Ltd.
チームメンバー: Shoichiro Takei (Designer)
Eriko Kunikata (Producer)
画像クレジット: Hiroki Ogusu(Image Photo)
Ryo Kawagoe(Products Photo)