The Japanese-style confectionery(Wagashi) store "Hikiami Kougetsudo" in Toyama Pref. celebrated its 100th anniversary in 2019. For the opening of their new branch in 2017, they decided to develop a new product sold exclusively at this store. For our client’s new challenge, we aimed to develop their new product and to produce its new package that can visually bring out newness while preserving the traditions of Wagashi and their stores.

In the process of designing its package, we’ve found an expression "Boat of the Moon (Tsukifune)" in a Tanka poem by Kakinomoto no Hitomaro (famous poet) selected in the Tanka collection "Manyoshu" (in 7-8th A.D.) and been inspired by the expression. Having visualized our image "a yellow half-moon, like a sailing boat crossing the sea of ​​the night sky", we’ve created a simple but powerful design for the package. The upward-sloping line on the package expresses their will toward their “new voyage”.

The package, designed with a strong color impression and a clean and simple structure, is quite eye-catching among other products at the store, and is well received not only by regular customers but also by new one. The package, expressing the strength of universality as well as the newness, can function as the face of this ”tradition multiplied by innovation” store.