Silver Packaging Design · 2022
From the Forest of Rusk Snacks
by Shoichiro Takei and Eriko Kunikata
- A' Design Award 2022 Silver Winner in Packaging Design
- Awarded April 15, 2022
- CLIENT: Yamazaki Baking Co., Ltd.
- Estimated Number of Design Views: 24,990
- Verification code D4A92DE6B3 · Verify this award
About From the Forest of Rusk Snacks
From the Forest of Rusk is a packaging design for a rusk snack sold in supermarkets and mass retailers in Japan. The design is based on the world of a picture book and shows animals that live in the Forest of Rusk. Each animal character is formed from the rusk itself, photographed as an actual product rather than created with computer graphics. The size of the eyes, nose and mouth was adjusted in millimetres to make each character appealing. The package measures 140 by 210 by 40 millimetres. New animals can be added as new flavours are introduced.
Shoichiro Takei's From the Forest of Rusk Snacks packaging series exemplifies the sophisticated intersection of commercial pragmatism and imaginative visual storytelling that characterizes the finest contemporary food packaging design. Working within established conventions of the flexible snack package format, the designer has achieved something genuinely distinctive through the inspired decision to transform ordinary toasted bread slices into charming woodland creature portraits, each face emerging naturally from the rustic texture and coloration of the rusk itself. This approach demonstrates remarkable sensitivity to the inherent visual qualities of the product, allowing the food to serve simultaneously as subject and illustration rather than merely being depicted alongside decorative imagery. The chromatic strategy employs a unified warm palette across the series while assigning each flavor variant its own tonal identity: golden amber for honey, pure white for butter, and soft cream for garlic, creating immediate flavor recognition through color association that transcends language barriers. The typographic treatment balances playful accessibility with clear information hierarchy, employing bold black display characters that command attention while red corner elements create consistent brand anchoring across the line. The series succeeds in communicating multiple values simultaneously: artisanal quality through the visible bread texture, approachable warmth through the friendly animal faces, and premium positioning through restrained elegance and generous negative space. As a collected display, these packages demonstrate how thoughtful design can transform functional food packaging into objects of genuine visual delight, inviting consumers to engage emotionally with products that might otherwise compete solely on price or convenience. What childhood memories or imaginative associations might these whimsical forest friends awaken in those who encounter them?
Press Kit
- Unique Properties
- This affordable product features simple designs of cute animals made from traditional rusk itself, which are aimed at having maximum impact at the place of purchase and creating a sense of familiarity that makes it easy for consumers to pick up. It is manufactured by the long-established bakery located in a town, which is a regional place with abundant nature. The product’s soft image that originated in lush natural surroundings is reflected in its name and animal motifs.
- Dimensions & Packaging
- W140×H210×D40
In Japan, there has been a trend to rearrange rusk dough, but this product is an orthodox rusk made from standard french bread. However, since the ingredients and techniques for baking and applying flavors are among the best in Japan, the team created the packaging design to have a strong impact in order to express the quality and simple deliciousness of the product and to make it easy for people to pick it up. - Tags
- #KATALSEVEN, #packagedesign, #brandingdesign, #logodesign,
- Production Technology
- It doesn’t matter how wonderful a product is or how much potential an initiative has; if a company cannot effectively promote its products or ideas, it won’t be able to thoroughly communicate its value to the world. The clients of the team consult them with various concerns, such as sales of their clients' existing products or developing a new business. The team approach is extremely simple and effective. They focus on the spirit of a company and its initiatives, and the essence of its products. They also consider the motives of the company’s management and its vision for the future, and incorporate all of these factors into designing a one-and-only brand. They spend the most time and effort on going beyond the surface decorative elements to perceive the true essence of a company and its products. Then they highlight and emphasize the best features, and reflect them in a distinctive design that is unique in the world. They provide total and ongoing support in building their client’s brand, so their clients are able to differentiate their company and product in the market, and boost their sales. Their wish is for clients to use them as a catalyst to bring about a brilliant chemical reaction in their clients' business.
- Design Challenge
- The most difficult part of the design process was how to turn being inexpensive into a positive feature. There are lots of ways to create accessible designs. For example, using typography to look pop, or using sizzle feeling from rusk to look tasty. This project is relatively inexpensive and the product will be sold in supermarkets and mass retailers. Also, its target audience is relatively young. For these reasons, they reflected these factors into this character design, also having in mind its new series to be launched.
- Project Duration
- The project started in August 2018 in Kagoshima, Japan and finished in January 2019 in Kagoshima and Tokyo. The products are sold all over Japan now. Immediately after its release, the product became a hot topic on social networking sites on SNS (Twitter, Instagram and so on), with comments such as "cute" and "there are different kinds of animals". The client is considering developing different flavors in the future.
- Operation Flow
- The design is based on the world of a picture book and features various animals that live in the Forest of Rusk. Therefore, even if various flavors are produced in the future, it is possible to create a story that can be associated with the flavor and design new animals to appear, making it easy to create a series and to develop gift items.
- Research
- In addition to previous product designs and its sales trends, the team also plotted strategy considering the current situation from various viewpoints, such as its target audience, expected selling area, competitor's design and popular rusk designs and the like, in order to attract new buyers.
- Inspiration
- When designing this product rusk, the team used worldview of picture books which they also work on. After all, they thought of the narrative first, and then tried to make the character with the motif of rusk as lovely as possible. Therefore, the size of eyes, nose and mouth had to be adjusted in millimeters. The rusk used for the design basis is not CG, but actual product to be pictured and used as it is. The natural shaping unique to rusk made its character look more attractive.
- Image Credits
- Hiroki Ogusu(Image Photo)
Ryo Kawagoe(Products Photo) - Patents
- Copyrights belong to KATAL SEVEN Co., Ltd.