Meiji the Chocolate: A Design Masterpiece by Kimiko Ida

Transforming the Chocolate Experience from "Bean to Bar"

Ida's inspiration for the design came from the simplicity of a cacao reference book. She used abstract patterns to depict the unique flavors of each bean, creating an exciting anticipation for the consumer when opening the package. The individual packets inside the box further reinforce the chocolate image with a repeating pattern of the cacao illustration.

What sets this design apart is its ability to transform flavors from "Bean to Bar." Each bar of chocolate is a result of carefully selected cacao beans, and the design reflects this meticulous process. The elegant luster, sweet fragrance, and sublime melting of the chocolate are all encapsulated in the simple design that uses the product logo, cacao illustrations, and craft paper texture. The foil stamps and colors vary by cacao flavor, transforming the entire display into a "Bean to Bar" chocolate shop when displayed side by side.

The design was realized using a process of printing the text and visual texture on uncoated paper and applying a matte finish. This technique gives the impression and feel of craft paper without sacrificing crisp lines. To draw the eye towards the cacao illustration in the center, Ida used foil stamping to create a metallic silver pattern representing the individual chocolate flavor.

The design has not only been appreciated for its aesthetic appeal but also for its interactive nature. It has become popular among young people to reuse the package by creating accessories, notebooks, smartphone cases, 3D art, chopstick holders, etc., and sharing their creations on social media.

The project, which started in December 2015 and saw the product hit the shelves in September 2016, was a result of Meiji's mission to deliver easily accessible, chocolatier-quality chocolate at a reasonable price to Japanese customers. The design reflects the brand's commitment to speeding up the delivery of the Cacao and transforming the chocolate culture in Japan.

Despite the challenges faced in creating identity-forming, foil-printed patterns that reflected the individual flavor characteristics of each chocolate, Ida's design has been successful in transforming the chocolate experience from "Bean to Bar." This design is a testament to her innovative approach and attention to detail, earning her the Silver A' Packaging Design Award in 2018.