Design > Graphic Design & Design Crafts

DESIGN NORI (SEAWEED)

I&S BBDO, Tokyo / UMINO SEAWEED STORE / 2012

Awards:

Gold Cannes Lions
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Presentation Image

Overview

Credits

Overview

BriefExplanation

Our client is a traditional manufacturer of NORI (seaweed) in North East Japan, who has struggled with the long declining category trend, and with damage from the tsunami that swept away their factories.The client wanted us to design new packaging that can reinforce its appeal to the modern urban audience.

ClientBriefOrObjective

We needed to make NORI appealing among young urban audience - but how?It is nothing more than a black square of seaweed, with its primitive design that has not changed since its creation in the early 15th century.People perceived it as a commonplace product and paid little attention on the difference among the brands. A visible difference is needed for our brand.

Effectiveness

With great amount of viral and WOM generated among design-conscious urban audience, Design NORI is currently scheduled to be exhibited at National Museum of Modern Art in Kyoto, and 2 other famous museums in Tokyo and Mie Prefecture starting from April 6.The design not only helped refresh the static category image, but also remarkably boosted our client’s profile nationwide

Execution

We decided to apply design thinking to the product itself, instead of focusing exclusively on packaging, Laser cutters are used to carve designs into our NORI - classic patterns from Japanese history called ‘Monyo’ which signify growth, beauty, luck, and so on. Themes we thought that could uplift people in the disastrous year.By combining authentic tradition with modern technology, we created an entirely new type of NORI, never seen before - one that conveys our hopes for the future, as well as our respect for the past.

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