PACKAGING: Newspaper to new paper

	View online or Subscribe now
Released:	August 2009
Brand name:	PACKAGING
Agency:	DENTSU
Country:	Japan
Category:	Corporate image
Tags:	Direct marketing

Credits:

Brief:
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.

Solution:
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. Under the “Newspaper→New Paper” project, we utilized what was already there – the newspaper – 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.

Result:
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.


Agency: DENTSU INC
Copywriter: Haruko Tsutsui
Graphic Designer: Yo Kimura (Katachi Co.,Ltd.)
Production:Katachi Co.,Ltd. Silk
Screen Printing:Nao Morimi