Tracing the sugar culture of Nagasaki to the present age.

This work has been selected for the Best Packaging Design Awards 2021-2022.

“Sugarf” is a sweets brand on the theme of “Sugar road” from Nagasaki, the birthplace of sugar culture. “Sugar road” means that sugar unloaded at Dejima in Nagasaki, which was the only point of contact with foreign countries during the Edo era, passes through Nagasaki Kaido road, which passes from Nagasaki to Saga to Kokura, and eventually to Kyoto, Osaka, Edo. Nagasaki Kaido was called Sugar Road because it was transported to and famous confections were born all over Japan.

Develop character story in sweets brand.

I participated in the product development, I developed and branded the fairy “Sugarf,” a fairy who loves seeing the happiness of humans, feeling the happiness that he felt when tasting. Sugarf doesn’t usually go out to the public in the story and makes delicious sweets secretly. To see a lot of people eating sweets happily, we also develop products for situations where people feel happy, such as Valentine’s Day and weddings. I thought that we should create a brand that extends these sugar roads from Nagasaki to new sugar roads.
The character of Sugarf that is not good at appearing in public expresses the story in the package.
When you open the box, you can see cute colors and unique that makes sweets and sugar that is sleeping as it is, creating a surprise through design. I tried to make a package like some customers wanted to keep after eating.

Credit /
Client: KUJYUKUSHIMA GROUP Co., Ltd
Agency: Zero-Ten Co., Ltd.
Account Executive: Satoshi Kurihara (Zero-Ten Co., Ltd.)
Creative Direction: Daisuke Kobayashi (SUKEDACHI DESIGN)
Art Direction & Design: Daisuke Kobayashi (SUKEDACHI DESIGN)
Design: Yuika Tokunaga (Zero-Ten Co., Ltd.)
Illustration: Yuika Tokunaga (Zero-Ten Co., Ltd.)