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Musubi Rice Ball | Food Package

Packaging+ Branding+ Telling a Story =Yum Japanese Musubi Package Context: SDSU » ART 450 Packaging Class » Instructor: Beth Weeks » Spring 2017

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BRANDING TYPE+COLOR+LOGO

Linework

Adding Volume

Refinement

Refined Rendering


Musubi Rice Ball | Food Package

SOME CONTEXT I created a brand and packaging for a common Japanese snack and/or meal, the Musubi, or the seasoned riceball. I am half Japanese. My mother is from Osaka and always made sure to drive home the value of culture and diversity, and food. A great cook. I’ve been to Japan a number of times, and in more recent trips, I was really able to soak in the aesthetic. Japanese have a good design sense, and they hold it to high regard. The packaging is always beautiful, (sometimes maybe excessive), but art nonetheless. I wanted to bring this flavor to the US. Typography: Japanese aesthetic in this day and age consists of an interesting mix of edgy modernism and traditional, old styles. To match a typeface with the nuances of Japan, I decided to keep a very clean and edgy typeface, and again, Futura, designed by Paul Renner, was a perfect fit. To give the typeface a little more of a traditional sense, however, I gave the clean sans serif a very small and subtle ‘swash’ serif to add a little essence of penmanship that the Japanese adore. Colors: I thought it would fit to maintain a subdued but ‘flavorful’ color pallet, to mimic this same idea of ‘traditional, but modern.’ Each flavor has a corresponding color. A tint of pink for salmon. A tint of green for seaweed. A tint of purple for plum. Graphics: I wanted to create a clean and cohesive set of graphics and icons. Japanese culture calls for this sort of visual treatment. I kept the edges sharp within the logotypes to mimic the shape of the triangle package itself. The logo itself features the clash of edgy strokes and curvy penmanship. Calligraphy is held to a high regard in Japan, and thus I wanted my logo to appeal to this, but I needed the logo to be modern as well. Thus I utilized basic mathematically sound shapes as the building blocks, for a refined, calligraphic logo.

Final Mark

176 C

7492 C

2562 C

427 C

805 C

Futura Condensed Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Futura Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

On the supporting graphic elements, I used more curvy, soft and organic shapes and irregular strokes to contrast the sharp and triangular shape of the packaging to add a little dynamic and interest.

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he old man had a wonderful time singing and dancing with the mice. "Thank you for the feast, but now it is time for me to go home,” he said. “Wait, old man,” said the smallest mouse. He gave him a box. “Here’s a gift to you.” When the old man returned home, he opened the box and was astounded to find it filled with money and treasure. “There are enough riches to last us all our days,” the old man said to the old woman. His kindness had rewarded them. And they were very happy for the rest of their lives.

(

)

Down the slope of the mountain it tumbled until it finally rolled into a large hole. The old man chased after the rice ball and stopped at the hole. He bent down to look inside and from within the hole he heard a soft song. “A Rice ball tumbling suttenton A Rice ball tumbling suttenton.”

(

he old man was very excited, so he climbed back up the mountain and rolled another. Down it tumbled into the hole. When he crouched down near the hole he heard the song once more. The old man peeked into the hole, but as he did he overbalanced and tumbled right into the hole itself. In the hole was a mouse world, where hundreds of little mice were happily singing and making rice cakes. "Thank you for the rice balls, kind sir. We will treat you to a feast to repay your kindness. Join us in our song," they called. And so they sang and danced.

"Thank you for the feast, but now it is time for me to go home,” he said. “Wait, old man,” said the smallest mouse. He gave him a box. “Here’s a gift to you.” When the old man returned home, he opened the box and was astounded to find it filled with money and treasure. “There are enough riches to last us all our days,” the old man said to the old woman. His kindness had rewarded them. And they were very happy for the rest of their lives.

)

“Wait, old man,” said the smallest mouse. He gave him a box. “Here’s a gift to you.” When the old man returned home, he opened the box and was astounded to find it filled with money and treasure. “There are enough riches to last us all our days,” the old man said to the old woman. His kindness had rewarded them. And they were very happy for the rest of their lives.

(

)

The old man chased after the rice ball and stopped at the hole. He bent down to look inside and from within the hole he heard a soft song. “A Rice ball tumbling suttenton A Rice ball tumbling suttenton.”

he old man was very excited, so he climbed back up the mountain and rolled another. Down it tumbled into the hole. When he crouched down near the hole he heard the song once more. The old man peeked into the hole, but as he did he overbalanced and tumbled right into the hole itself. In the hole was a mouse world, where hundreds of little mice were happily singing and making rice cakes.

Down the slope of the mountain it tumbled until it finally rolled into a large hole. The old man chased after the rice ball and stopped at the hole. He bent down to look inside and from within the hole he heard a soft song. “A Rice ball tumbling suttenton A Rice ball tumbling suttenton.”

In the hole was a mouse world, where hundreds of little mice were happily singing and making rice cakes. "Thank you for the rice balls, kind sir. We will treat you to a feast to repay your kindness. Join us in our song," they called. And so they sang and danced.

“Wait, old man,” said the smallest mouse. He gave him a box. “Here’s a gift to you.” When the old man returned home, he opened the box and was astounded to find it filled with money and treasure.

“There are enough riches to last us all our days,” the old man said to the old woman. His kindness had rewarded them. And they were very happy for the rest of their lives.

COLLECTION CARDS )

(

3 of 3

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2 of 3

"Thank you for the feast, but now it is time for me to go home,” he said.

)

ong ago and far away across the wide blue sea, there lived a hard and diligent working old man and old woman. One day, the old man went up into the mountains to gather wood. When he sat down to eat his lunch, one of his rice balls tumbled away. Down the slope of the mountain it tumbled until it finally rolled into a large hole. The old man chased after the rice ball and stopped at the hole. He bent down to look inside and from within the hole he heard a soft song. “A Rice ball tumbling suttenton A Rice ball tumbling suttenton.”

( 1 of 3

“Wait, old man,” said the smallest mouse. He gave him a box. “Here’s a gift to you.” When the old man returned home, he opened the box and was astounded to find it filled with money and treasure. “There are enough riches to last us all our days,” the old man said to the old woman. His kindness had rewarded them. And they were very happy for the rest of their lives.

(

)

ong ago and far away across the wide blue sea, there lived a hard and diligent working old man and old woman. One day, the old man went up into the mountains to gather wood. When he sat down to eat his lunch, one of his rice balls tumbled away. Down the slope of the mountain it tumbled until it finally rolled into a large hole. The old man chased after the rice ball and stopped at the hole. He bent down to look inside and from within the hole he heard a soft song. “A Rice ball tumbling suttenton A Rice ball tumbling suttenton.”

(

he old man was very excited, so he climbed back up the mountain and rolled another. Down it tumbled into the hole. When he crouched down near the hole he heard the song once more. The old man peeked into the hole, but as he did he overbalanced and tumbled right into the hole itself. In the hole was a mouse world, where hundreds of little mice were happily singing and making rice cakes. "Thank you for the rice balls, kind sir. We will treat you to a feast to repay your kindness. Join us in our song," they called. And so they sang and danced.

he old man had a wonderful time singing and dancing with the mice. "Thank you for the feast, but now it is time for me to go home,” he said. “Wait, old man,” said the smallest mouse. He gave him a box. “Here’s a gift to you.” When the old man returned home, he opened the box and was astounded to find it filled with money and treasure. “There are enough riches to last us all our days,” the old man said to the old woman. His kindness had rewarded them. And they were very happy for the rest of their lives.

(

)

)

"Thank you for the feast, but now it is time for me to go home,” he said. “Wait, old man,” said the smallest mouse. He gave him a box. “Here’s a gift to you.” When the old man returned home, he opened the box and was astounded to find it filled with money and treasure. “There are enough riches to last us all our days,” the old man said to the old woman. His kindness had rewarded them. And they were very happy for the rest of their lives.

)

he old man was very excited, so he climbed back up the mountain and rolled another. Down it tumbled into the hole. When he crouched down near the hole he heard the song once more. The old man peeked into the hole, but as he did he overbalanced and tumbled right into the hole itself. In the hole was a mouse world, where hundreds of little mice were happily singing and making rice cakes. "Thank you for the rice balls, kind sir. We will treat you to a feast to repay your kindness. Join us in our song," they called. And so they sang and danced.

2 of 3

ong ago and far away across the wide blue sea, there lived a hard and diligent working old man and old woman. One day, the old man went up into the mountains to gather wood. When he sat down to eat his lunch, one of his rice balls tumbled away. Down the slope of the mountain it tumbled until it finally rolled into a large hole. The old man chased after the rice ball and stopped at the hole. He bent down to look inside and from within the hole he heard a soft song. “A Rice ball tumbling suttenton A Rice ball tumbling suttenton.”

(

)

1 of 3

3 of 3

(

)

3 of 3

he old man had a wonderful time singing and dancing with the mice.

(

)

1 of 3

2 of 3

(

he old man had a wonderful time singing and dancing with the mice.

"Thank you for the feast, but now it is time for me to go home,” he said.

(

he old man was very excited, so he climbed back up the mountain and rolled another. Down it tumbled into the hole. When he crouched down near the hole he heard the song once more. The old man peeked into the hole, but as he did he overbalanced and tumbled right into the hole itself.

)

TELLING A STORY

"Thank you for the rice balls, kind sir. We will treat you to a feast to repay your kindness. Join us in our song," they called. And so they sang and danced.

)

1 of 3

ong ago and far away across the wide blue sea, there lived a hard and diligent working old man and old woman. One day, the old man went up into the mountains to gather wood. When he sat down to eat his lunch, one of his rice balls tumbled away.

(

Down the slope of the mountain it tumbled until it finally rolled into a large hole.

(

he old man had a wonderful time singing and dancing with the mice.

3 of 3

ong ago and far away across the wide blue sea, there lived a hard and diligent working old man and old woman. One day, the old man went up into the mountains to gather wood. When he sat down to eat his lunch, one of his rice balls tumbled away.

1 of 3

3 of 3

)

2 of 3

3 of 3

he old man had a wonderful time singing and dancing with the mice.

2 of 3

"Thank you for the rice balls, kind sir. We will treat you to a feast to repay your kindness. Join us in our song," they called. And so they sang and danced.

(

"Thank you for the feast, but now it is time for me to go home,” he said.

)

(

In the hole was a mouse world, where hundreds of little mice were happily singing and making rice cakes.

)

he old man had a wonderful time singing and dancing with the mice.

2 of 3

(

he old man was very excited, so he climbed back up the mountain and rolled another. Down it tumbled into the hole. When he crouched down near the hole he heard the song once more. The old man peeked into the hole, but as he did he overbalanced and tumbled right into the hole itself.

1 of 3

3 of 3

(

ong ago and far away across the wide blue sea, there lived a hard and diligent working old man and old woman. One day, the old man went up into the mountains to gather wood. When he sat down to eat his lunch, one of his rice balls tumbled away.

)

he old man had a wonderful time singing and dancing with the mice. "Thank you for the feast, but now it is time for me to go home,” he said. “Wait, old man,” said the smallest mouse. He gave him a box. “Here’s a gift to you.” When the old man returned home, he opened the box and was astounded to find it filled with money and treasure. “There are enough riches to last us all our days,” the old man said to the old woman. His kindness had rewarded them. And they were very happy for the rest of their lives.

( 3 of 3

)


Musubi Rice Ball | Food Package

“Kindness and compassion had rewarded the old man”

The Folktale

3.5 in 2.5 in

It is important to me that my projects have a positive message.“Omusubi Kororin”, the Japanese children’s storybook and folktale, is the perfect fit for the subject matter, the culture, and for my intentions. The story depicts an old, hardworking, yet poor man, who is on his well deserved lunch break. He takes his Musubi, or rice ball out of his lunch sack and drops it, all the way down the mountain. It rolls into a hole at the valley of the mountain, and the old man, wanting to retrieve his lunch, looks into the hole. He sees an entire population of mice, feasting on his Musubi. He finds, that his little riceball, was

enough to feed so many mice. Realizing that it is so much more to them then it is to himself, he drops another riceball down, and the mice rejoice. They eventually invite him down, where they have lots of fun singing and dancing. He is rewarded at the end of the folktale, with a gift from the mice, which he reveals to be a treasure chest. They had rewarded his kind and selfless gesture, as the old man was willing to give even though he had so little to begin with. I hope to teach younger kids who enjoy my Musubi the value of compassion.

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PACKAGING DIELINES

MUSUBI Stage 6 in.

The stage houses the series of Musubi packages, with each alloted space denoted by color. I wanted the shape and aesthetic of the stage to contrast the Musubi package itself. Thus I utilized rounded diecuts, contrasting the sharp, triangular package. The stage also acts as a backdrop for the packages. The Musubi package nicely lines up with the backdrop to appear as though the old man is running down the Musubi package.

15.2 5 in.


Musubi Rice Ball | Food Package

MUSUBI Package

3.5 in.

5 in.

Open the package, revealing the instructions and perforated opening.

Bust it open.

Tip the compartment over and pour the seasoning out onto the Musubi.

I am relating the classic Omusubi riceball’s triangular shape to that of a mountain, which conveniently coincides with the classic Japanese morals-based children’s story “Omusubi Kororin”, which begins with an old man who drops a riceball down a mountain. The story cards are housed underneath the riceball in an accessible sleeve. In terms of innovation, I have created a second compartment, one that would rest on top of the rice ball. This compartment is the tip of the triangle, and would contain the seasoning that goes on top of the rice ball, a package design which has not been done before for this particular food item. This compartment is sealed with plastic lining, and has a silica gel packet to keep the seasoning dry. The Musubi is also sealed with a plastic wrap, which is ripped open when you open the package, to allow access for the seasoning drop. All of my die-lines are completely original. To the best of my knowledge, no other die-lines of this specificity exists.

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Inside Look


Musubi Rice Ball | Food Package

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Musubi Rice Ball | Food Package

Pop!

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Musubi Rice Ball | Food Package

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MUSUBI Foodtruck Foodtrucks are the next big trend. The more obscure and culturally oriented the foodtruck, the seemingly more popular it is. Thus I felt that Musubi would be the perfect candidate to be the basis for the next big foodtruck. I’d love to expand on Musubi, and offer other Japanese dishes as well. The innovated packaging, combined with the story cards, has the novelty and basic cultural-draw to be successful in a trend-based market.

BRANDING EXPANSION


Musubi Rice Ball | Food Package

Soy Sauce

Chopsticks

Fortune Cookie

Bent-Bill Hat

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Musubi  

Packaging for a Musubi rice ball.

Musubi  

Packaging for a Musubi rice ball.

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