Communication

東北 6 県レトルトカレー

Extra Form

Country	Japan
Year	2022
Award	WINNER
Client	KINOKUNIYA
Affiliation	DODO DESIGN
Designer	Dodo Minoru, Asada Maya
English	Original retort curry series of high-class supermarket "Kinokuniya" using local meat from 6 prefectures in Tohoku. The purpose was to connect consumers and locals through curry, what kind of people made it, what kind of story and what kind of charm the area has. In order to express the elaborate curry using the materials of the 6 prefectures of Tohoku in the package,we made various efforts. In addition, a unique mechanism that creates a single picture when the sides of the six types of packages are lined up is applied to emphasize the appeal of each individual and the enjoyment of arranging products.
Native	東北6県の地産肉を使った高級スーパーマーケット「紀ノ国屋」のオリジナルレトルトカレーシリーズ。どのような人が作り、 どのような物語や地域の魅力があるのか、カレーを通じて消費者と地元の人々との「縁」をつなぐことを目的としました。「東日本のノスタルジック」と「都会の洗練」を両立するため、レトロ感のあるフォントを使用しつつ、すっきりとしたシンプルなデザインを目指しています。東北6県の素材を活用した手の込んだカレーをパッケージで表現するため、カレーとその地域の工芸品を配置したり、金色の装飾や手書きのエンブレムを商品ごとに描く等、ブラッシュアップを重ねました。また、6種類のパッケージの側面を並べるとひとつの絵になるユニークな仕掛けを施し、東北6県の個々の魅力と商品を揃える楽しみをアピールしています。
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