Reviving Tradition: The Kuniichi Food Package

Reimagining Tsukudani for a New Generation

The inspiration for the Kuniichi project stemmed from the declining popularity of Tsukudani, a food boiled in soy sauce, among younger Japanese generations. Shishido sought to repackage this traditional dish in a way that would appeal to a broader demographic, making it a desirable gift or treat, much like sweets. The result is a package design that has successfully garnered interest from both young and old alike.

What sets the Kuniichi package design apart is its unique cubic shape and vibrant color variations. This design not only attracts attention but also allows for a variety of display options, increasing its appeal in stores. The design process started with the creation of a new logo, signaling the launch of a new brand and a fresh take on Tsukudani.

The Kuniichi package design is not just visually appealing; it's also practical. The square design allows for easy stacking and display, encouraging customers to purchase multiple items at once. The design also includes nine different labels, each representing a different flavor variation of Tsukudani, further enticing customers to try different versions of the dish.

Shishido's design process involved extensive research and anticipation of future flavor additions. The color and pattern combinations were carefully chosen to represent the ingredients and make it easy for customers to identify different flavors. This foresight ensures that the design can accommodate future additions to the product lineup.

The Kuniichi project faced several challenges, the most significant being the need to appeal to a wide range of generations. Shishido overcame this by creating a new logo and naming for the brand, effectively distancing it from the traditional image of Tsukudani and making it more appealing to younger consumers. The result is a successful rebranding of a traditional dish, making it relevant and desirable to a new generation.

The Kuniichi project is a testament to the power of design in transforming perceptions and reviving traditions. By reimagining Tsukudani through innovative packaging, Shishido has not only introduced this traditional dish to a new audience but also won prestigious recognition in the form of the Golden A' Packaging Design Award in 2020. This award is granted to outstanding creations that reflect the designer's wisdom and significantly impact the world with their desirable characteristics.