This is our finished package, advertisement and brochure.
Dish
We chose to package sushi because we think that people in Sweden recognise this dish the best which we think will contribute to more consumers.
Target group
Imagine this scenario: you are a woman in your thirties, on top of your career. You want to surprise your boyfriend with a romantic dinner but you don’t have time to cook. You want the dinner to be luxurious and healthy. You are in the Supermarket and see Mikado’s sushi. You think that this is perfect for the occasion. You buy two packages, light some candles, turn on some slow music and there you have your romantic dinner for two.
Our target group is young people (25-45 years old) who seek luxury in their everyday life. This person has a little or no time to cook because he/she is in the middle of his/hers career. We imagine that this person either lives in a big city or wants to, and is therefore attracted by this product.
Scenario
Our sushi will be sold at delicatessen in the Supermarket’s. We have positioned our sushi from the competitors by focusing on the shapes which we think will gain the attention of consumers.
Concept
Our concept is to make sushi which you buy in the Supermarket luxurious. We want the target group to feel that they can make their everyday luxurious by small changes in their habits.
Packaging design
We wanted our package design to stand out against competitive products. Our main idea was to make the package luxurious and practical. We also wanted to play with different shapes and make it dynamic. Our package is made of circles, squares, triangles and” L-shaped boxes”. The circles are not only there as a decoration, they also work as a handle so the consumer can carry the package without a bag. This prevents the sushi from overturning and mess up the package. We chose to have windows on the package because we think that it is important to see the product you are buying, you get what you see. Our packaging design is very special and will therefore draw more attention in the Supermarket. The shape is very geometrical and architectural which we think corresponds well with the Japanese culture.
Graphic design
The graphical design is very simple. There is only some text on it. We wanted it to be minimalistic because it looks clean and attracts out target group. We also wanted the focus of the package to be on the shapes instead of confusing the consumer with much graphical design.The box is black on the outside and silver on the inside. The text is white and is written with frutiger LT Std. We chose the colours silver and black because it makes the box look luxurious.
Advertisment
The ad shows a big picture of the package. We think that this is is good because it makes the consument aware of how the product looks but at the same time makes it mysterious because you can’t see the whole package. The copy is “Pieces of Japan”. We refer to two things: the pieces of sushi inside but also that get pieces of Japan and its extraordinary culture because it’s so genuine. The advertisement is quite artistic and and that’s the whole idea. We want the shapes to speak for themselves.
We think it attracts the right target group. We think that our target group is interested in design and likes it simple with no unecessary details. We want the consument to look at the shapes instead of focusing on the graphical design.
Brochure
Our brochure is shaped like a square because the shape feels luxurious and because the package has the same shape.
