Kesemo

Designer: kenma
Photographer Masahide Takahashi
Project Type: Produced, Commercial Work
Client: Kesemo
Location: Kesennuma, Miyagi, Japan
Packaging Contents: Seasoning and Cosmetic
Packaging Substrate / Materials: Plastic
Printing Process: Digital printing

Brand Expansion Using Portion Packages
Japanese business design firm Kenma has designed portion packages that make consumers readily try items with high unit price.

Their client is Kesemo, a processed seafood brand that uses unique local fishery resources. Kesemo is a restoration project that aims at activating Kesennuma city one of the worst damaged areas from the Great East Japan Earthquake, 2011. The brand was founded, together with ten local companies. It provides processed foods such as soy sauce made of Sea squirts, a dressing using seaweed and cosmetics using collagen abstracted from sharks.

Although their products are mainly sold at souvenir shops, high price products in this category, which will not be picked often as a gift, are hard to sell. In order to solve this concern, Kenma designed a portion package and applied for all products, so that consumers can readily try new products from broad choices. The design made consumers able to try different kinds of products little by little at home. And it also made them able to share a portion with others at workplace or pick up different kinds of products and make them into packed gift set which will make receivers feel the sense of Kesennuma. It will also give a client a huge advantage. It will not only increase the sales, but also cut the promotion expenses for distributing free samples.

Although the design is created as a solution for the specific problem of the client, it has high potential of making a new trend of promoting high price products.