• Lion Lead Healthy Cooking Paper1
Lion Lead Healthy Cooking Paper1

Lion Lead Healthy Cooking Paper

The best-known brand of baking paper in Japan, Lead absorbs grease and water to reduce calories and help food taste better. Recently, however, Lead had started to lose ground to competitors, in particular private labels.

The goal of the design renewal was twofold. Lion wanted to retain its faithful base of heavy users and reach out to new customers. To this end, Bravis made subtle revisions to familiar elements like the checkered background and the Lead logo in its yellow oblong, while inserting tempting-looking photographs of completed dishes onto the package.

We also moved the Lead logo to the center of the box. This resulted in greatly improved in-store visibility, while also signaling that Lead was a step above the competition in quality terms.

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