Maria and Mikaela can now proudly present the S shaped box for sushi.
The Dish
We chose to create a package for 3 different sushi pieces: uramaki, futomaki and sake.
We felt that choosing something that isn’t already known by the swedish people and in the stores would be too risky.
The Brand
Take Mikado is our client and wants to get out to the stores with their dishes.
It is a very respected and well known restaurant placed in Östersund.
They deliver high quality and luxury sushi and we wanted the package to represent that as well.
Target Group and strategy
If you hunger for an exclusive meal existing the best sushi in Sweden,
and are ready to pay some money and want an unique package then you fit right in to our target group.
We feel that a lot of todays younger adults has a budget that allows them to spend money on an exclusive meal.
And wants to. Our ambition was to create a package that will stick out among the other sushi packages,
a package that feels unique, exclusive and luxurious and therefore be chosen by the consumer.
The Scenario
In the stores the scenario is pretty clear, it will be among the other packages for fast food
and since it is gold and shaped like a S it will draw attention and make the consumer to choose that one.
When you have bought it the plan is that you can eat from it anywhere you want to, at home,
in the office or even outdoors. After the meal you can choose to either save the package or throw it away in the recycling bin.
The Package and design
We came up with the unique idea to use the letters in the word sushi,
and decided that the shape of our package would form a ‘S’.
For the inside we have made three small boxes for the sushi and one box for the soya,
ginger and wasabi in black to bring out the color from the sushi.
We have made those so that the sushi wont get in contact with the gold package,
if you want to keep it, it wont smell sushi. We wanted to have a clean design to enhance
the feeling of exclusivity and luxury so we chose to have as little text on the package as
possible so made a ribbon that goes under the package and up to the lid (also works as a safety procedure,
then you know that no one has opened it when you buy it), and all the information is on that.
Advertisement
For the advertisement we wanted to show the package and bring out how special and gold it is.
The result is a sort of movie poster. You see the ‘s’ and under it, it says “uper ushi” and under that it says
“contributory: wasabi, ginger, chopsticks and soya” and under that “Premières in your store 1 of november”.
