Hadaka mugyu, a high functional snack, was given birth to through an industry-university-government cooperation between Matsumae Town, Awashima-do and Ehime University. The two-year project searched for the ways to make a good use of rye, a specialty crop of the town, to revitalise the local economy. The package design is targeted to wide range of people, mainly women. The unique name of the product is settled in front and the functionality is conveyed effectively with typography. We relentlessly explored a look which is nostalgic and rustic and yet acceptable today, and reached the design to have a friendly feeling. What we wanted to realise was effortless and relaxed designs for the individual packets and gift box.