Kracie Foods Design & Branding COCOON by Tokyu Agency


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Industry Skin Care
Media Design & Branding
Market Japan
Agency Tokyu Agency
Copywriter Kaori Sawabe
Designer Yukiko Nishimura, Tetsuro Jozaki, Tatsuki Ikezawa Tokyu Agency
Released March 2012

Credits & Description

Category: ii. Core FMCG
Product/Service: COCONSUPER
Creative Director: Kaori Sawabe (Tokyu Agency Inc.)
Art Director: Tatsuki Ikezawa (Tokyu Agency Inc.)
Designer: Tatsuki Ikezawa (Tokyu Agency Inc.)
Designer: Yukiko Nishimura (Tide Inc.)
Designer: Tetsuro Jozaki (Tide Inc.)
Copywriter: Kaori Sawabe (Tokyu Agency Inc.)
Product Manager: Eriko Naganuma (Kracie Home Products/Ltd.)
Media placement: Shampoo&Treatment - Retail Store - 19 March 2012

Describe the brief from the client
Toiletries and cosmetics developer Kracie has renewed its high-grade hair care brand.
The major characteristic of the shampoo and treatment is the immediate effect of the cocoon ingredient and when they use the products users see beautiful hair right away.
We are asked to design a brand logo and packaging that expresses a high-grade feeling for the products, which are the company's first line.
We are expected to create product designs that have an impact and provide news hooks that will lead to many successful business negotiations with distribution companies and increase the number of stores that introduce the products.

Describe the challenges and key objectives
By expressing a high-grade cocoon feeling that brings about a very significant effect (which is a characteristic of the products), create a first line hair care brand that improves Kracie’s corporate image.
Increase news hooks using audacious package design to lead to many successful business negotiations with distribution companies, and increase the number of stores who introduce the products.

Describe how you arrived at the final design
The concept is ‘beautiful hair spun from a cocoon’.
Using organic 3D hair-like flow, we designed a shape that reminds people of a cocoon, which is the product’s characteristic. First, we created a mock-up in clay and adjusted it to make a silhouette that has a cocoon shape and 3D flow pattern. With the cooperation of Japan’s top container maker, for the first time ever in Japan using PET, we successfully manufactured a shape with complex 3D flows. The colour is based on whitish silken threads and the 2 offerings are differentiated into bluish white and yellowish white.

Give some indication of how successful the outcome was in the market
The manufacturing of this very difficult shape, a first in Japan, was effective in business negotiations with distribution companies because of news hooks and impact from actual products. The number of stores distributing the products increased by 115% over the number prior to the renewal of the brand and sales increased by 200%, which exceeded our initial projections by a large amount.
Because of the production complexities and excellent design, the product was related many times by media including industry magazines: one package design was newsworthy.