Brief Explanation

There, Ajinomoto, a food company that teaches the importance of life, set out to turn around this situation.

The Brief

Most of the meat products sold in Japanese grocery stores are cut into small pieces, and do not maintain its original form. This led to a social problem where young children do not realize that the “meat” once had “life”.

How the final design was conceived

We derived a concept that puts food and education together- fooducation, and then changed the use of food packaging from solely protecting the product to become "textbooks”. In order to communicate to children how blessed they are with food, we illustrated the birth and growth of animals, up to their processing to be sold as meat. By connecting this to the meat seen from the round window of the package, we were able to convey that we are taking a bit of life by consuming the product.

Indication of how successful the outcome was in the market

The Eat Life Package was sold in grocery stores where many families with children gather, and data of the package was also provided as a free download online, so that "fooducation" could also be given at home. As a result many children were able to learn that they are privileged with the blessing of consuming the “lives” of animals.