Sara Lindberg and Sofie Berglund are now finally clear with the Mixed Sushi-package. This is the result.
Dish
One of us had never eaten sushi. The other liked it a lot. We chose to work with different kinds of sushi, we created a package for Mixed Sushi. We wanted to pakckage different sushi pieces, but we chose those who most people in sweden are familiar with so that they will know what kind of sushi they get. Our lunhcbox contains Maki and nigiri with different fish on top.
Strategy and scenario
This product will be in a open fridge in the stores. It shall be easy for the customer to recognize it and pick it up. The package will be made in cardboard so it can be recycled. In the package you also get chopsticks wich is made in plastic so you can reuse them. When we started to think about what we achieve with this project we were agreed about that we will sale more than just a few sushipieces. We want to sale a whole feeling, a luxury feeling. This luxury feeling that you get in a restaurant you are now able to get when you buy our product.
Packaging
Our packagedesign is very simple and clean. The basic color is black which we think presents style and luxury. The orange color on some text and on the flowers was in the beginning just temporary because we wanted gold. But as time passed we started to think that the orange color came out pretty well on the black bottom, therefore we decides to keep this color. The primary package is a package with two doors which divide the flower, which is also the logotype for Take Mikado, in two pieces. Inside the box the sushipieces will be lying in a circle so that it will form the shape of the flower. The secondary package is to protect the primary package and to wear all the necessary information.
Target group
Our target gruop is sushi enthusiasts. We are not trying to get people to try sushi for the first time. This is a luxurus lunchbox for those who like sushi but maybe don’t have time to go to a restaurant to eat it and don’t have time or knowledge to make it themselves. The age is not defined, but the target group has good economy so they are probably be over 25 years.
Idea
After many sketches we decided to work from Take Mikados trademark which is a flower. We wanted to create a connection between Take Mikado, the flower and the sushi. The restaurant feeling will follow into the package we are selling in the fridge so you can buy our sushi and take it home and still you feel that you are eating in a restaurant. We want to give the customer a suprise when they open the package and pull away the secondary package, then you face a beautiful flower which open itself and invites you to eat the sushi behind the doors.
