17: PRINT DESIGN (Packaging)

Mochi-Mochi-MochiMugi Udon - Mochi-Mochi-MochiMugi Udon's Package - Mochi-Mochi-MochiMugi Udon JPG
Mochi-Mochi-MochiMugi Udon - Mochi-Mochi-MochiMugi Udon's Package - Mochi-Mochi-MochiMugi Udon JPG

Mochi-Mochi-MochiMugi Udon - Mochi-Mochi-MochiMugi Udon
Mochi-Mochi-MochiMugi Udon's Package

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Mochi-Mochi-MochiMugi Udon - Mochi-Mochi-MochiMugi Udon - Mochi-Mochi-MochiMugi Udon's Package

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Title of Entry: Mochi-Mochi-MochiMugi Udon
Brand: Mochi-Mochi-MochiMugi Udon
Product/Service: Mochi-Mochi-MochiMugi Udon's Package
Client: Yokouchi Seimen, Ltd.
Entrant Company: SOO DESIGN
Creative Agency: Dentsu.inc
Creative Director: MARI KONISHI, KEISUKE SATO
Art Director: YUJI NUMAZAWA
Designer: SAKI SUZUKI
Copywriter: KEISUKE SATO
Sector: 38270
Date of Release: 2020-05-13
Notes: BRIEF: 'Udon' is a food very close to the hearts of the Japanese. Due to the high number of companies trying to sell their own types of udon noodles, it is difficult for any one of them to stand out on the shop shelf. Therefore, we needed to develop a new, unique udon that would impress and be loved by everyone. We settled on one featuring high dietary fiber and a distinctive texture using pearl barley, known as ‘mochi mugi’ in Japanese. STRATEGY: Through preliminary research, we found the feature most desired by consumers is texture. We therefore decided to highlight this in our communication approach, rather than focus on conventional features such as taste and nutrients. Together with the package design, the ‘chewy’ texture was conveyed not only verbally, through intentional repetition in the product name itself, ‘mochi mochi’, meaning ‘chewy-chewy’, but also visually, by symbolizing the shape the mouth makes when voicing the ‘mo’ sound in ‘mochi’ as a circle, and the ‘chi’ sound as a dash in the brand logo. The circle and dash also incorporate another carefully considered design aspect, by representing the cross-section of an udon noodle before being chewed (circle), and that afterwards (dash). This was done to help form an intuitive association with the texture and chewiness. RESULT: By creating a differential advantage to emphasize ‘texture’ throughout, from strategy, naming to packaging, we succeeded in creating a new point of purchase option for consumers – to be able to choose udon by its texture.