EXPLORE THE IDA 2025 WINNERS - GET INSPIRED BY OUTSTANDING DESIGN!
This packaging design project revitalized a traditional yokan brand from a bean paste OEM manufacturer shifting into the consumer market. To appeal to younger generations unfamiliar with wagashi, the packaging breaks from formal conventions, using hand-drawn illustrations and soft colors to express freshness and warmth. The design balances authenticity and approachability, transforming yokan into an everyday treat or gift. It successfully attracted new demographics and earned both regional and international design awards.