| Title | PACKAGE FOR JAPANESE SHRIMP CRACKERS |
| Brand | KEISHINDO |
| Product / Service | EBIZUKUSHI(ALL TYPES OF SHRIMP CRACKERS) |
| Category | E01. Consumer Goods |
| Entrant | MITAI CO., LTD KUROBE, JAPAN |
| Idea Creation | MITAI CO., LTD KUROBE, JAPAN |
| Production | MITAI CO., LTD KUROBE, JAPAN |
| Production 2 | 55 INC. Tokyo, JAPAN |
| Production 3 | KUSABI Tokyo, JAPAN |
| Post Production | KUSABI Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Yoichiro Mitsui | Mitai | Creative Director |
| Ayumi Takashima | Mitai | Art Director |
| Yuki Hiiro | Kusabi | Producer |
| Shinji Yagi | 55 | Photographer |
| Nanako Mouri | Mitai | Assistant |
| Mishio Wada | 55 | Assistant |
Since its establishment in 1866, Keishindo has been striving to bring delicious prawns to as many people as possible, and to express the true taste of prawns. As a result, the company has been able to create products with the prawn in its original form and products with the concentrated flavor of the prawn, thanks to its craftsmanship of hand-baking. However, due to ambiguous designs, the technical capabilities and quality of the products were not conveyed, and many consumers were unaware of the value of Keishindo's products.
In Japan, we have a custom of giving gifts in various situations. For example, when you visit your parents' house at the beginning of the year, when you see your friends after a long time, or when you visit your business partners. We hope that our products will be chosen for such occasions. We needed to design our products in such a way that people would think that if they were to give a gift to a loved one, they would prefer Katsushindo's high quality and delicious products.
Since the products are often placed in department stores and there is a lot of competition in terms of packaging, we decided to use the product itself as the package in order to convey the product quality in a short contact time. However, we were not sure if this was the right way to go, since using the product as the package was an inexpensive method. In addition, we thought that simply photographing the product would not convey its quality, so we consulted with a photographer, and by photographing the product on Japanese paper, we were able to convey the product's texture and sense of luxury. As a result, many people who saw the package did not think it was a photograph, but a picture. When they found out that it was a photograph, they were greatly surprised and the product quality was conveyed.
As a result of changing the website design to match the package design, sales at the online store increased by 130% over the previous year.