Maruko-Fukuhara

Developed as a safe snack for children, the BAKUBAKU series had been a product loved mainly by the locals. But taking this opportunity to be recognized by tourists visiting Hokkaido, the product image has been revamped into an elegant, luxury gift for adults. A package for those particular about food and as a gift for a special someone. The inclusion of suggested pairings with alcoholic beverages for each of the three flavors inspires people to purchase the product.

Yoichi is located near Otaru, Niseko, and Sapporo, which are visited by overseas tourists. So, aiming to be a product picked up not only by Japanese tourists, but also overseas tourists, the package design was made typically “Japanese.” The illustration in the center of the jar was inspired by a family crest and is arranged in a brand crest portraying fish. One glance conveys that it is a “fish” product. Also, all text on the package is vertical to emphasize the Japanese impression. Furthermore, the sealing wrap of each flavor indicates an alcoholic beverage that goes well with that particular flavor.

A website has been created to boost the brand image and product recognition of the BAKUBAKU series, which previously had been buried under other products. Defining the tone & manner, the brand’s world view is expressed. Furthermore, to deepen understanding of the product, the product’s charms and careful selection of its ingredients are explained in detail with photos and text. The website also touches on Yoichi, such as how it once thrived on herring, to emphasize that the BAKUBAKU series is a product made in Yoichi.