* Published in: 2019 Hiroshima Art Directors Club 11th Annual Book for 'Selected Works' in Package Design .
Kissa Shima the first "original" japanese kisaten on Miyajima Island wanted to showcase their handcrafted lemon cakes in contrast to the competitive market of momiji manju (bean paste filled castella cakes in the shape of a maple leaf) that exist on the island. We started by paying homage to the original "しま" mark from over 65 years ago when they were a simple "japanese kisaten" that people remembered but forgot because the mark had disappeared from their brand's history. So brought it back in the package label. As well as the simple lemon hand type and regional branding in copperplate typeface. We gave the package a white exterior sleeve with copious white space to appeal to Japanese as well as a yellow highlighted at the top and bottom of the package. When opened revealing an all yellow interior with individual cutouts for 5 pieces of lemon cake to sit comfortably. Through marrying japanese and western visual aesthetics we were able to keep it simple, delicate, yet handcrafted.
It was important for to make sure the branding embodied not only the delicate nature of the cakes themselves, but the pride of their quality construction, and low volume they make fresh and package constantly for japanese and foreign visitors alike. The challenge with designing in Japan is that while japanese business wants to greatly bring in foreign consumers but in doing so can lose their very important and constant Japanese consumer base if they appear too one sided. And in spirit of designing to attract a more universal audience the package branding ties in regional brand elements and a large use of white space and simple type to be able to attract a non English speaking audience that is attracted to more foreign branded products and also to western non-japanese people who are very much attracted to japanese senses of visual design elements.
Service : product, graphic, packaging
Creative Director : レマーベンジャミン (Benjamin LeMar)
Art Direction: レマーベンジャミン (Benjamin LeMar)
Photographer: 的野 翔太 ( Matono Shota)
