Dentsu Inc. Kansai,
Newspaper to New Paper
Corporate Name of Client: Ichida Garden
Agency: Dentsu Inc, . Kansai, Osaka
Design Company: Katachi Co.,Ltd., Tokyo
Copywriter: Haruko Tsutsui
Art Director: Yoshihiro Yagi
Graphic Designer: Yo Kimura
Design a package for a street vendor that sells farm-grown vegetables and fruits. The brief required something original, easy-to-use and low cost.
We focused on old newspapers that were used to wrap vegetables. Newspapers were used for good reasons – for its moisture retention quality, which helps keep vegetables fresh longer, and for its reuse value. Under the “Newspaper/New Paper” project, we utilized what was already there – the newspaper – and added an element of design that would be playful and make both those selling the vegetables and those buying them smile. By reusing old papers that would be thrown away, the project was friendly to the environment as well as to the budget. By simply adding dots or stripes to the old paper, we came up with a totally new package design.
Sales grew by 20%, as did the number of customers. There was more interaction with customers. And because they liked the design, people didn’t just throw away our New Paper but re-used it for something else. News of the low-cost, original design wrapping paper spread virally to other stores that used newspaper for wrapping. The New Paper project was not just a new design for wrapping paper but a pointer to a new and better lifestyle for all of us.