Sebastian and Emilie have made a box that should go well together with the sushi. It has for sure been an exciting and interesting experience making the package, but it’s also been a long and challenging time for us…
Dish
We chose to design a box for mixed sushi, because we think it’s the most established Japanese dish in Sweden. And because of the high quality of the dish, that also is daily fresh, results in a higher price class than its rivals. We thought it would be easier to sell a dish that is already known by people, than a whole new dish in that priceclass. Sushi is served in many different ways, with different kinds and sets of pieces. We chose ta have a kind of basic sushi set, that contains four pieces of maki and four pieces of nigri.
Target Group
Our target group is mainly men and women that are between 25 and 45 years old and are in the middle of their carreer. With a job that takes a lot of time, there is less time for these persons to get to eat well cooked and healthy meals. This is where our sushi will be an alternative for those people. We also think that the people who will buy our sushi has a well payed job and think they can afford to pay some extra money to get a well cooked and healthy meal. We would like to explain our sushi as: “a bit of luxury in the everyday life”
Scenario
Today’s competing sushi dishes are mainly the pre-fabricated ones, that are produced in the south of Sweden, the shipped to Stockholm, where it is in stock before it’s delivered to the grocery stores. This process takes about three days, so when it finally reaches the grocery stores, it’s already old. Our other rivals are the local sushi bars, that make sushi by order. If you order sushi from a sushi bar, you get daily fresh sushi, but you have to wait for the restaurant to make the dish for you, and it may sometimes take long time before you actually get the food, especially at lunch time, when most of the people want to eat. If you buy sushi in a local store, you get rid of the waiting time, but won’t get sushi that is daily fresh. We offer the best of both worlds, since our sushi dish will be daily fresh and you don’t have to wait a long time to get it. Another benefit that our sushi offers, it that it’s locally produced.
Strategies
We wanted to offer Take Mikado’s famous sushi in nearby stores, so that people can enjoy a well cooked and healthy meal, even though their everyday life is stressed and pacy. To be able to sell our sushi at a higher price than our rivals, our package had to stick out in some kind of way. We wanted our package to communicate its benefits and to create a feeling that is out of the ordinary.
Creative Ideas and Solutions
We got our inspiration from the modern Tokyo. We have created a pattern for our sushi box that has influences of both a circuit board and the japanese subway system. The pattern that we used in our packaging design reappears in the ad for our sushi dish. You are also able to find traces of the same pattern in our product description brochure. The colors that we used in our packaging design, are basically colors that should give a luxury feeling to the package. Our two basic colors are a glossy black and a golden color with a brushed finish. The pattern that we created runs in a stripe all over the package and has a dark red color. With both the use of these specific colors and some special functions such as a drawer for the chopsticks on our sushi package, will make it something to remember and recognize for customers.
