A Japanese cuisine restaurant “Matsu Matsumoto” serves classic traditional, yet modernly arranged Japanese cuisine. Our assignment was to develop package design for their retort-pouch curry which made the best use of the dashi (Japanese soup stock made from various Japanese cuisine ingredients) flavor. The retort-pouch curry comes in 3 varieties, using different ingredients for each of them. Therefore, the package needed to depict what ingredients were used and to encourage consumers to purchase. Simultaneously, the package had to strongly convey Matsu’s branding and also function as a series considering the possibility of additional varieties in the future.
Design concept is “taste of Japan”. The retort-pouch curry sold to consumers was created by a female Japanese cuisine chef. The package had to depict her kindness and her love for food with its design. The richness and deliciousness of food ingredients are expressed through its graphics and we decided to use the format of “wrapping” to best describe the characteristics of intimate and soothing Japanese cuisine. Paper with warm touch was selected to wrap the product and the use of a single color for printing allowed us to lower the printing cost to overcome the low budgetary issue. The retort-pouch curry package wrapped with a single sheet of paper uses the modern technique of food preservation and it embodies our wish for delivering thoroughly developed traditional Japanese flavor to the consumers.
The restaurant successfully gained its brand recognition and improved sales.
Beacon Communications k.k.
JR Tokyu Meguro bldg., 3-1-1 Kami-Osaki, Shinagawa-ku, Tokyo 141-0021 JP