Hirono Town, Iwate, is one of the largest production regions of sea urchins in Japan. Established in 1950, Hirohachi-ya, a seafood products manufacturer, has produced and sold canned sea urchin from Kita Sanriku, well-known luxury food and the mainstay of the manufacturer. As a result of winning a prize at Packaging Tohoku Products – Deliciously Delightful 2017, we engaged constantly with the product from re-designing the existing package to the stage of putting it to practical use. We were in need of an improved design which meets the quality of the product and the need to cultivate the new market, including department stores and female customers. The solution we come up with was to use design mainly consists of typography which enabled us to communicate straight the features of the product, localness, naturalness and a luxurious feel. A special attention was also paid to the specification design which entailed the selection of paper and the shape of the package to bring out the characteristics of the product.

The Sanriku Sea is known as being wide, rich and rough. Facing the severe and abundant nature sincerely resulted in this product sold widely in the country mainly in department stores. We hope this continues to contribute, even a little, to the vitalisation of Tohoku region.