Japanese business design firm Kenma has succeeded in designing a package and rebranding processed foods made in Katsunuma, Yamanashi known as one of the Japan’s most famous grape-producing areas. Kenma focused on grape farmers’ uniqueness that they could provide products using different varieties of grapes. They expressed the unique feature using package designs. In particular, the firm made capital letters of grapes into graphical patterns. They used the patterns for products such as grape juice and puree.
Kenma elaborated the graphical patterns to make consumers feel “Japanese-sense” and “”Farmer-sense”. The firm made sure that products are united when they were seen as a whole. The package widens the choice of purchase such as set and set. The design, which illustrates different varieties of grapes, will arouse consumers’ interest toward learning about grapes. And it’ll also lead them to purchase different products of their favorite grape.