DESIGN NORI (SEAWEED) by I&S BBDO Tokyo for Umino

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DESIGN NORI (SEAWEED)

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Industry Retail, Distribution & Rental companies, Grocery and Other foods
Media Design & Branding, Case study
Market Japan
Agency I&S BBDO Tokyo
Copywriter Kiyoyuki Enomoto
Strategic Planner Koji Onishi
Released June 2012

Awards

ADC Awards 2012
Graphic Design Product Design, Gift/Specialty Product - Single Silver
Graphic Design Product Design, Food/beverage - Single Bronze

Credits & Description

Client: UMINO SEAWEED STORE
Agency: I&S BBDO Inc.
Type of entry: Graphic Design & Design Crafts
Category: Promotional Item Design
Advertiser: UMINO SEAWEED STORE
Product/Service: SEAWEED
Agency: I&S BBDO Tokyo, JAPAN
Title: DESIGN NORI (SEAWEED)
DM/Advertising Agency: I&S BBDO Tokyo, JAPAN
Creative Director/Art Director/Designer: Kenichiro Shigetomi (I&S BBDO)
Planner: Ririko Murata (I&S BBDO)
Copywriter: Kiyoyuki Enomoto (I&S BBDO)
Strategic Planner: Koji Onishi (I&S BBDO)
Brief Explanation
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.
Describe the brief from the client
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.