Country: Japan

Category: Household

Renewal design of the packaging for irogami, the third brand of grater manufacturer established in 1907.

Since the company is also expanding overseas, hook hook hooks are a must.
We devised a way to make it not look cheap even when hung on a hook.
We focused on the holes for jigs that had to be drilled in the product to make it color anodized.
Taking advantage of the shape of these holes, the holes are used as a hole for hanging hooks and a window for checking the color of the grater.
The use of a hole for checking the color of the grater allows the 10-color product to be packaged in a single color, thus cutting costs.

The overall form of the product incorporates the supple curves of the product concept, so that there is no sense of discomfort when the product is opened.

In consideration of environmental preservation, plastic is not used at all.

The vivid metallic-colored grater is wrapped in a soothing ice-gray paper with a pleasant texture to the touch, which slightly lowers the tone of the product and eliminates any differences from the other two brands.
The design was conceived not only as a stand-alone brand, but also as a “grater manufacturer's product as a whole.

Sales have increased several-fold since the package was redesigned to meet gift demand.

Category: SPECIAL AWARD - Marketing

Special Award: Silver Award

To communicate the concept, illustrations that clearly show scenes of use and how the product is used are placed in the front rather than the product itself.
Since only a portion of the contents of the package is visible, the illustration also serves to differentiate the product from other packages with the same image, which will be developed in the future.
The touch of the illustration's lines is modest, but the cartoon-like style is intended to create an impression.

The reason for using a one-color illustration instead of a photograph was to keep the brand's world view intact.
Tsuboe, a grater manufacturer, has three brands.
The first brand, “Tsuboe's Gokujo Grater,” the second brand, “Tsuboe's SHIRO,” a supporting role for comfortable use of the grater, and the third brand, “irogami,” which adds a touch of extra flair to the brand.
The brand story is depicted along with the role of each item.
By branding these three brands comprehensively (multi-brand strategy) rather than individually, the company succeeded in creating a world view and increasing the number of fans.

The Tsubame-Sanjo region of Japan, a common name for the cities of Tsubame and Sanjo in Niigata Prefecture, is a thriving metalworking production area that is highly regarded worldwide.
The company takes pride in the fact that its products are “Made in Tsubame-Sanjo,” which is also clearly stated on the packaging. This is also incorporated into their marketing.


The one-color, black-and-white printing is not only to keep the brand's world view intact, but also because of cost considerations.
The 10-color lineup is also intended to encourage customers to purchase several colors at the same time.
Therefore, it was necessary to keep the budget for not only the product inside but also the package in check.
Instead of using a separate sheet of paper for the instruction manual, it was printed on the inside mount, which is absolutely necessary to hold the product in place.
By opening a window to check and show the color of the product, the need for color printing was eliminated, resulting in a significant cost cut.
It is not justified to spend money on packaging.
It must be balanced with the selling price.
But the result was to create a visual that felt more luxurious than the cost spent on the package, leading to increased demand for the product as a gift.