When Yutaka realised the extent to which its range of Japanese foods was losing market share, reduced to limited shelf space or even delisted, a radical review of the packaging was required.
We wanted to give the range a dynamic and contemporary feel, to create a look that was totally ownable and unique in the sector. Exploiting the elegant simplicity of all things Japanese, we produced a range of concepts that explored the use of product shots and iconic graphics to segment the range. Colour played a key part in differentiating the range from its competitors and we chose a metallic finish for extra impact.
An unsuccessful pitch.