Natto is traditional Japanese food made from fermented soya beans. It is considered a delicacy which promises health, peace and good luck. The packaging design communicates this by creating a kingdom around this product. Illustrations decorate the pots, the outer packages and the carrier bags. The focus is on six characters, such as a king, a queen and a knight, who take part in four different stories. In contrast to the coloured illustrations of people, their environment is left in black and white. The design intends, by associating stories with Natto, to also appeal to consumers outside Asia.
[Red Dot: Junior Award]
Chiao-Yu Chang, National Taiwan University of Science and Technology
National Taiwan University of Science and Technology, Taipei City, Taiwan