This product was named “Sweet Corn in the Dark,” since the corn is harvested when it is still dark to maximize its nutritional value, and the product name on the package was designed using kanji and katakana characters. The product is sold with husks to maintain the freshness of the sweet corn, and since we found them to be human-face-like we created this personified package with eyes and mouths. It was designed with two extreme facial expressions—scary and cute—to give a mysterious impression. Each character has a unique Mohawk, dreadlocks, or long hair, resulting in attracting the attention of consumers and leading to sales. Although simple packaging is required for vegetable products, adding a twist to the design resulted in more social media postings and brought more publicity. Despite the increased sales price, the product sold 160% more than before the packaging renewal.
CREDIT
- Agency/Creative: Grand Deluxe
- Article Title: Grand Deluxe Creates Packaging for Sweet Corn in the Dark Product
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Japan
- Agency/Creative City: Matsuyama
- Market Region: Asia
- Project Deliverables: Brand Identity, Logo Design, Packaging Design
- Format: Wrap
- Substrate: Plastic
- Industry: Food/Beverage
- Keywords: #branding #logo #logodesign #logotype #symbol #symbolmark #package #packaging #packagedesign #typo #typography
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Credits:
Creative Director: Koji Matsumoto
Art Director: Koji Matsumoto
Graphic Designer: Koji Matsumoto
Design Studio: Grand Deluxe
