Packaging & Rebranding
Cute Enoki Design
Enoki are very popular mushrooms in Taiwan. Because they have a very light taste and are healthy. We eat them in all kinds of ways, from soup to fries.
Project Scope
ENOKI MUSHROOM is a 44 years well-established cultivator of Enoki –a Japanese mushroom, they commissioned us to redesign their brand’s logo and packaging. This project was done in a previous design agency (Ton Horizon) with my project manager. I was in charge of the packaging, while the logo has been done together.
Deliverable(s): Rebranding of logo, packaging and transportation box
Place: Taiwan
Date: 2017
Time: 2 months approx.
Problem
Premium Shift, Larger Target
Their mushrooms can be found in several large supermarkets in Taiwan. Our goal was, first to shift their image to a Premium Brand, and second, to refresh their image so to attract younger customers while keeping the elder ones.
Solution
Adapted Illustration
After research into Japanese cultivator’s brand redesigns, I found that adding the right illustrations here play a major role in the challenge of attracting younger customers while keeping the elders. We then need a Cute and Neutral illustration to please customers of all age, also Simple and Elegant to emphasize the product’s quality.
“We’d like a plain and simple style for this redesign.”
“I had a hard time trying to define taiwanese interpretation of Plain and Simple at the beginning. For this project, my translation of them is Lovely & Comfortable.”
Brand Anatomy
PATTERN IN ACTION
Patterns were inspired by Enoki in different familiar situations. From all the patterns I’ve created, the clients decided to keep 2 of them.
LINING UP
The enoki lined up on the ground, simple, cute and straightforward
SWIMMING
Enoki swimming in soup and hotpot are as cute but also very dynamic
LOGO DESIGN
The logo was developed after creation of the patterns. While making the logo we also learned that Enoki actually grew in clean and sterilize plastic bottles. This chosen version took inspiration from it.
COLOR PALETTE
CALMING BLUE
The brand’s initial color
PURE WHITE
Color of Enoki
PREMIUM GOLDEN BROWN
The Color of the earth
PROSPER RED
The brand’s second initial color
PACKAGING STORY
Product Packaging
Look at their joy of swimming, because they know they are going to bring health and dynamism into your dish!
Transport Box
Enoki patiently line up, waiting for their turn to be delivered to the hypermarkets.
