• Yasai Ichinichi Kore Ippon Ultra Concentrated Jelly1
Yasai Ichinichi Kore Ippon Ultra Concentrated Jelly1

Yasai Ichinichi Kore Ippon Ultra Concentrated Jelly


Kagome's Yasai Ichinichi Kore Ippon ('A day's worth of vegetables in this one bottle') is a series of juices that provides the necessary daily intake of vegetables (350 grams).

Kagome realized that there was a market for a more highly concentrated version of the drink for busy people who needed their daily vegetable fix in a major hurry. The Ultra Concentrated Jelly brand was created to address their needs.

The brief was to develop a package design that projected the jelly drink's key functionality: the ability for a small quantity to deliver a massive hit of vegetable goodness in a short time.

We therefore focused on developing a package that sent out a clear signal of 'effectiveness' and 'concentrated vegetable intake.'

We placed the product name--which is also the product descriptor--in a band across the center of the package. This layout gets the product characteristics across to the consumer in a no-nonsense, efficient way. The lavish spread of vegetables at the bottom of the package communicates the idea of generous vegetable intake. Meanwhile, the bare aluminum foil at the top of the package and the stern black stripe just below the middle together project an aura of practical scientific expertise.

- Package Design
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