Development of a packaging design system for the 'Aji no Mentaiko' (price unchanged specification)

Fukuya, the first company to manufacture and sell mentaiko, has its flagship product, “Aji no Mentaiko.” I was recently tasked with designing the packaging for this product, maintaining the same price specification. Although both the old and the new packaging feature the same “Aji no Mentaiko,” we faced a unique challenge: differentiating the new packaging design from the old one to avoid confusion in the factory’s operations, while still preserving the product’s traditional image. To address this, we needed to find the optimal balance between preserving the familiar look of the old packaging and implementing design changes for the new version. We carefully analyzed the existing packaging design and, in collaboration with the client, created a new package that struck the right balance in design.

Credit /
Client: Fukuya Co., Ltd
Project Manager: Toshifumi Kakimoto (Fukuya Co., Ltd)
Art Direction & Design: Daisuke Kobayashi (SUKEDACHI DESIGN)