‘Sokensha’ is a company that has engaged with product planning, manufacturing, and wholesale of natural foods, high-quality ingredients, and organic foods in Yokohama, Kanagawa, for more than half a century. Among their variety of products which are constantly developed, we were involved in the renewal of the packaging of their best-selling fermented lactobacillus beverages.
We re-examined the tone of the package design so it is targeted mainly to women between their 30s and 40s who are busy with work and childcare as well as its conventional target group. Having in mind its high functionality as a characteristic of this product, we aimed for designs that add a style to the dining table when they are displayed on it and can also be appreciated as a gift. We designed the labels each representing the ingredients in a textile-like style so that they can easily blend with people’s life. The labels simply show the contents, and it is finished in a tone that ‘cuteness’ and ‘quality’ coexist and empathize with the target group. The company’s sincere and transparent attitude is complemented by a gentle and soft design that is not pretentious.