Brief Explanation

Funa-sushi is a premium, fermented sushi known for its strong smell and unique taste like blue cheese or durian. Tourists visiting Shiga prefecture and Shiga residents are the main targets.

The Brief

Increase sales of Funa-sushi with new package design that is premium which would create buzz for an old Funa-sushi shop established in 1855.

How the final design was conceived

Design Funa-sushi, an expensive delicacy with unique smell, by using traditional Japanese pattern as a motif. The copy says "Beautifully and deliciously fermented for this year, too". Namecard is a fold type that introduces Japanese history related to Funa-sushi.

Indication of how successful the outcome was in the market

The ad was introduced in magazines and Japanese Package Annual. It also went into shortlists at global advertising awards including London International Awards and became buzz on internet and word of mouth. As a result, the product sales increased by 40% compared to the previous year.