The new brand’s product is a cookie containing raisins and coconut, characterized by a simple, timeless flavor and a uniquely moist, crumbly texture. Once the project began, the strategy team first conducted market research and interviews with the client to develop multiple concept and naming proposals. Among these, the concept with the strongest narrative—in which a little bear, a character naturally associated with raisins, finds grapes while strolling through the forest, takes them home, and turns them into cookies—was selected. The reason for this selection was that the concept’s cuteness and approachable, rustic feel perfectly matched the product. Additionally, the name “Koguma no Budou Cookie” was chosen for its simplicity and ability to convey both the concept and the product’s characteristics.

The package design features two adorable little bears, illustrated to match the story’s narrative. Furthermore, the story behind the concept is written near each illustration, creating a package design that can be enjoyed like a picture book and delivers a new experience.

Additionally, a design for a QUO card was developed. As a point of contact to help consumers grow fond of the brand, it features a special design of the two little bears not depicted on the package.

• CLIENT

  Sanritsu Confectionery

• SERVICE

  Brand Naming

  Character Design

  Design Concept

  Package Design

  Tone & Manners

  COUNTRY

  Japan