Design: GCD Studio
Project Type: Produced
Client: Kari Kari Japanese Premium Snacks
Product Launch Location: Global
Packaging Contents: Rice-based Japanese snacks
Packaging Substrate / Materials: Pouch
Printing Process: Offset Print
To create packaging for the client, a new range of premium rice-based Japanese snacks. As an entirely imported product concept, it was creating a category of its own on the Indian retail shelves and the design had to present that difference clearly to the consumer.
Going by research that indicated that the flavours could appeal to adult tastes and that it was at a higher than average price point, our design solution was to cue these values of sophistication as well as to project its Japanese provenance. We also felt it was important to create a product window to allow a buyer to see the snack.
The graphics like broken shards connote the crunchiness of the snack and refer to Japan’s origami craft, as does the Kari Kari logo which is inspired by the Kanji script. The four flavours are boldly expressed with a colour code for differentiation.
The black pack design with its minimal graphics stands out on supermarket shelves as a premium product in the Indian market. The perception that it is imported helps the consumer rationalise its higher price. With no advertising support, the graphics and packaging played an important role in positioning the product and triggering sales.