Kioshi packaging design

This project entailed creating packaging designs for a line of Japanese diapers sold under the Kioshi trademark. Our task was to create a design which would show the consumer the Japanese origin of the product, while at the same time markedly stand out from competitor Japanese diaper brands.

These usually use an image of a mother holding a child with accentuated Asian features. Our suggestion was to use Japanese mythological creatures instead – the Kappa turtle, the Tanuki racoon, the Nekomata white cat, the Kitsune fox and the Kawauso otter drawn with the proportions of children and in poses typical of the age grouthe product is meant for. The characters also represent some of the properties of the products – they stay dry and comfortable while the child is actively moving. For example, the smile of the Kappa turtle creates the impression that the baby will remain dry and happy wearing these diapers.

The Kitsune fox is moving freely, which shows that the diapers can provide comfort to children of this age. What’s more, the otter is riding its bike without the least inconvenience.