After the tsunami in March 2011, Umino, a traditional and original seaweed (nori) manufacturer in North Eastern Japan was looking to rebuild their business.
Sushi Nori was invented in the 15th century and since then not much has changed. The product is probably on pretty low-interest product and is picked up in the grocery store without giving it much thought.I&S BBDO Tokyo’s team worked with the manufacturer to create more interesting and surprising product. It represents a fusion of traditional Japanese design and latest cutting-edge technology. Creative director, art director and designer Kenichiro Shigetomi, planner Ririko Murata, copywriter Kiyoyuki Enomoto, and designer Takuto Kawata decided to apply the designs directly to the product rather than to the packaging through laser-cutting. The laser-cut pattern chosen for the Sushi Nori is urban, sparks the interest for beauty, growth and long-life. There are five patterns to choose from Sakura (Cherry Blossoms), Mizutama (Water Drops), Asanoha (Hemp), Kikkou (Turtle Seashell), Kumikkou (Tortoise Shell).Design is important in every little detail for products and packaging to create a holistic experience for the design-conscious consumer.
Source: photos are courtesy of www.inspirationroom.com