Packaging of additive-free yokan from a bean paste factory

• Prize
  Winner in Food / Packaging
• Company
  fodesign Inc.
• Lead
  Fumiko Okazeri
• Project Link
  View
• Team
  Illustration by: Atsuko Kobayashi
• Client
  KINOSHITASEIAN Co., Ltd.
• Credits
  'Photo by: Gakuto Tano , Yuma Maehara'

This project originated when a bean paste factory, once focused on OEM, launched its own brand. The challenge was reaching B2C customers while wagashi were seen as old-fashioned compared to the growing demand for Western sweets. To attract new audiences, we broke away from solemn yokan packaging and created a simple, casual, engaging design. Hand-drawn ingredient illustrations highlight freshness and organic appeal, while the warm style evokes nostalgia. The package became a gateway for first-time buyers, boosting gift demand, exceeding sales goals, and earning recognition in Japan and abroad.

Born in Saitama,Japan, I graduated from a design college and gained experience at three design firms specializing in publishing, B2B communication, and advertising, followed by a marketing company. In 2018, I became independent, and in 2025, I established my own company, fodesign Inc. My work has received numerous awards both in Japan and internationally, ranging from design honors to business accolades. I value in-depth dialogue to uncover the true essence of businesses and products, and my strength lies in creating designs that are thoroughly considered and directly lead to tangible results.