ICHIDA GARDEN: NEWSPAPER TO NEW PAPER

Credits:

Type of Entry: Packaging Design
Category: Foods
Title: NEWSPAPER TO NEW PAPER PROJECT
Advertiser/Client: ICHIDA GARDEN
Product/Service: FRUIT AND VEGATABLES
Entrant Company: DENTSU Tokyo, JAPAN
Design/Advertising Agency: DENTSU Tokyo, JAPAN
Creative Credits
Name Company Position
Takanori Yasukochi Dentsu Creative Director
Haruko Tsutsui Dentsu Copywriter
Yoshihiro Yagi Dentsu Art Director
Katachi Katachi Production Company
Yo Kimura Katachi Designer
Nao Morimi Ichida Garden Silk Screen Print
Kosaku Miyata Dentsu Account Executive
Chie Ichida Ichida Garden Advertiser's Supervisor
Details
Brief Explanation:
We focused on old newspaper used to wrap vegetables with. Newspaper was used for good reasons -- for its moisture retention quality, which helps keep vegetables fresh longer, and for its reuse value.
Describe the brief from the client:
Design a package for a street vendor that sells farm-grown vegetables and fruits. The brief required something original, easy-to-use and low cost.
Description of how you arrived at the final design:
Under the “Newspaper-->New Paper” project, we utilized what was already there – the newspapers – and added an element of design that would be playful and make people smile; both those selling the vegetables and those buying them. By reusing old papers that would be thrown away, the project was friendly to the environment as well as to the budget. By simply adding dots or stripes to the old paper, we came up with a totally new package design.
Indication of how successful the outcome was in the market:
Sales grew by 20%, as did the number of customers. There was more interaction with customers. Because they liked the design, people didn’t just throw away our New Paper but re-used it for something else. News of the low-cost, original design wrapping paper spread virally to other stores that used newspaper for wrapping. The New Paper project was not just a new design for wrapping paper but a pointer to a new and better lifestyle for us all.