| AD STARS 2012 | ||
|---|---|---|
| TV/Cinema | Food | Bronze |
| ADC Awards 2012 | ||
| Graphic Design | Product Design, Gift/Specialty Product - Single | Silver |
| Graphic Design | Product Design, Food/beverage - Single | Bronze |
Client: UMINO SEAWEED STORE
Agency: I&S BBDO Inc.
Type of entry: Graphic Design & Design Crafts
Category: Promotional Item Design
Advertiser: UMINO SEAWEED STORE
Product/Service: SEAWEED
Agency: I&S BBDO Tokyo, JAPAN
Title: DESIGN NORI (SEAWEED)
DM/Advertising Agency: I&S BBDO Tokyo, JAPAN
Creative Director/Art Director/Designer: Kenichiro Shigetomi (I&S BBDO)
Planner: Ririko Murata (I&S BBDO)
Copywriter: Kiyoyuki Enomoto (I&S BBDO)
Strategic Planner: Koji Onishi (I&S BBDO)
Brief Explanation
We needed to make NORI appealing among young urban audience - but how?
It is nothing more than a black square of seaweed, with its primitive design that has not changed since its creation in the early 15th century.
People perceived it as a commonplace product and paid little attention on the difference among the brands. A visible difference is needed for our brand.
Describe the brief from the client
Our client is a traditional manufacturer of NORI (seaweed) in North East Japan, who has struggled with the long declining category trend, and with damage from the tsunami that swept away their factories.
The client wanted us to design new packaging that can reinforce its appeal to the modern urban audience.