Sokensha

Term :
2023
Works :
Package/ProductsGraphics
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    Package
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    Package
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    Package

神奈川・横浜で半世紀以上に渡り自然食品、高品質食材、オーガニックフードの企画・製造・卸売を行う企業「創健社」。多様な商品展開がなされる中、長く販売され続けてきた乳酸菌発酵飲料のパッケージリニューアルに携わった。

従来のターゲット層に加え、仕事や育児などをこなす20代~40代女性をメインターゲットにパッケージのトーンを再検証。当商品の特徴である高い機能性は丁寧に伝えながらも、食卓に並べても華やかな、ギフトにも喜ばれるパッケージデザインを目指した。各素材をテキスタイル調で表現したデザインは、素直に中身を伝えながらも暮らしのシーンにも馴染むパッケージとなっており、ターゲットに響く“可愛らしさ”と“上質さ”を同居させたトーンに仕上げた。

当企業の誠実で透明性のある企業姿勢を、無理に背伸びしない優しく柔らかいデザインで寄り添った。

‘Sokensha’ is a company that has engaged with product planning, manufacturing, and wholesale of natural foods, high-quality ingredients, and organic foods in Yokohama, Kanagawa, for more than half a century. Among their variety of products which are constantly developed, we were involved in the renewal of the packaging of their best-selling fermented lactobacillus beverages.
We re-examined the tone of the package design so it is targeted mainly to women between their 30s and 40s who are busy with work and childcare as well as its conventional target group. Having in mind its high functionality as a characteristic of this product, we aimed for designs that add a style to the dining table when they are displayed on it and can also be appreciated as a gift. We designed the labels each representing the ingredients in a textile-like style so that they can easily blend with people’s life. The labels simply show the contents, and it is finished in a tone that ‘cuteness’ and ‘quality’ coexist and empathize with the target group. The company’s sincere and transparent attitude is complemented by a gentle and soft design that is not pretentious.