It has been a lot of hard work but now, finally, we proudly present our finished sushi package:
The Dish
Since the brief decided that it was sushi that we were going to package, we decided that we wanted to have sushi for people that are already familiar with the dish. Therefore, our sushi contains nigiri with salmon, egg, tuna and swordfish, so that you will get a more luxurious sushi.
The Brand
Take Mikado is a very exclusive restaurant in Östersund that is world-known for it’s amazing and extraordinary sushi. It is an experience to eat there and they make sushi look like little pieces of art. Since the website does not tell a lot about the brand we decided to re make the logotype and give the brand a slightly different look. We basically took away colours and the flower to make it more clean and simple.
Target Group
Our target group is business people that have a relatively stable economic situation. They are between 30 and 50 years old and are somewhat trendy. Our target group will probably use our product as a lunch alternative and therefore wants to get something quick, good tasting and easy accessible.
The Scenario
We don’t believe that this sushi should be sold in the place where it is sold today. We think that the fish deli is a much more appropriate place. It will be related to the other fresh fish and therefore also associated with freshness and good quality. We also think that the fact that there will be a person behind who is responsible for the fish deli, it will build a feeling of trust for our product and package. The person can also answer questions about the sushi and somewhat be a guarantee for the quality. This also opens up opportunities for the package it self since it doesn’t require a window so that the customer can see the food, there can simply be sushi on display in the deli, to show the customer what it is they are buying.
The Package
Our package is inspired by the shape of the chopsticks, which gives it a slight angle. This also is one of the features we rally wanted to give our package; function. We want our package to be comfortable in the hand and easy to carry. We want it to include everything so that you can eat it everywhere and also be stable and smart. We think that we have succeeded with this task and also made it a appropriate size, we have not made it bigger then it have to be. We have chosen to leave our package clean from labels and graphic design so that it can be reused as something else. We believe that the shape it self, since it is unique for our sushi package will speak for itself when the labels have been taken off.
The Design
we wanted to communicate handmade, since this is what makes the sushi from Take Mikado so special. It the sushi chef at the restaurant that is famous for his way of making this amazing dish and it is therefore this that will separate it from our competitors. We have therefore drawn the pattern of the label ourselves to create this feeling. We have chosen to print the label and the tea bag on Japanese rise paper to really emphasize the handmade and we hope that this will make our package attractive for our target audience.
