JRP is a series of rice products developed in order to deliver the secret power and healing characteristics of rice, which represents traditional Japanese food culture. There are two types: sprouted brown rice and koji (malted rice). The problem is how we could convey traditional Japanese food culture to people of today in an easy-to-understand manner.
It is designed with the motif of earthen figures made in the Jomon period in order to appeal traditional Japanese food culture. Can the bold form and power seen in the Jomon molding be expressed on the package? So, we chose a special octagonal jar with a spiral steel lid that looks like Jomon pottery. Also, the label of sprouted brown rice has an illustration of brown rice with soft watercolor touch so that consumers will understand better. The label of koji has an illustration of a rice ear.
The interesting shape of the package and the soft watercolor touch illustrations attracted the interest of consumers and helped increase the sales.
Hiroyuki Matsuishi Design Office
Letoit Chuou C201 Chuou Koga City, Fukuoka Pref 811-3103 JP