Japanese women’s vegetable intake falls significantly short of the amounts recommended by the Ministry of Health, Labour and Welfare,
and while salads and smoothies—which provide a source of vegetables—are available on the market, consumption has declined, particularly for breakfast during the winter months, because they tend to cool the body.
Recognizing an opportunity in these trends, Ajinomoto developed this product, which allows consumers to consume vegetables while warming their bodies.

The design features large illustrations of vegetables such as tomatoes and mushrooms in the center of the package to convey that vegetables are the star of the product.
The background evokes the look of a wood-grain tabletop, and decorative elements surrounding the vegetables—each reminiscent of their respective ingredients—highlight the product’s quality while
creating a cohesive family look for the series.
Furthermore, the “Vege Recipe” series logo features a design where the initial “V” resembles a heart,
resulting in a product that naturally appeals to the main target audience—women in their 20s and 30s who want to take care of their bodies—encouraging them to pick it up.

• CLIENT

  Ajinomoto

• SERVICE

  Package Design

  COUNTRY

  Japan