Food Packaging

Hokkaido Mackerel

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In Japan, it is customary to give gifts to close friends when the season changes. This design for tinned mackerels turns what is normally a cheap, commonplace product into a luxury gift item. The product’s image is transformed by using, for example,“washi”, a high-quality Japanese paper, for the label of the tin. Japanese gold foil embossing is used for the typography, developed in consideration of production lines and costs. It gives the containers a sophisticated, premium appearance in analogy to the claim to design a mackerel tin which looks like a piece of jewellery.

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