We've worked with our client, a 190-year-old Buddhist altar & articles shop, to commercialize a new type of room fragrance. Traditionally, Japanese have lit incense sticks (Senko) in front of their altar and worshipped the Buddha and their ancestors. However, with the recent dramatic changes in living environments and lifestyles, the opportunity and tradition of lighting Senko on a daily basis is becoming less and less common. During product development, the idea of synchronizing the action of using the fragrance with the action of lighting Senko was fundamental solution to preserving the tradition of lighting Senko, and we had to express this idea through its package design.

The package design was created based on the concept of three types of fragrances - sunlight, shimmering water, and sunshine through the trees - to express the beauty of moments created by nature, which is reminiscent of the peace of the mind. The golden lines on the package represent the Senko standing, the black lines represent the Senko stand to explain the fact that Senko and all relative accessories are handcrafted by craftsmen.

The idea behind this product was to replace the traditional action of lighting Senko with the new action of dipping the reed in the fragrance. The package was designed to reflect the product's new, yet traditional, presence, and it could play a targeted role in communicating the value of this product, as it was featured extensively in a variety of media and publicity when this product was introduced to the market.