Yusō sought a branding solution and eye-catching packaging to launch their new onigiri product Stateside. Onigiri is a light, nutritious, Japanese-inspired portable snack—“yum on the run” for active, health-conscious consumers. Yusō ingredients share a lot with sushi—nori, rice, and savory smoked fish or vegetables—but Yusō is ready to travel. No chopsticks required! How to introduce this tasty nosh to the US market? We were up for the challenge.
Working closely with Yusō as the onigiri itself was being produced, we focused on designing a strategic brand that stands apart from the other choices on the shelf. We incorporated elements of the Japanese aesthetic within the color palette and logotype. Inspired by origami art form and with consideration to the environment, we designed unique packaging that folds together without using glue or staples. Our packaging design includes graphic instructions for unwrapping the yummy treat that help introduce the consumer to the product, adding an interactive element to the experience of Yusō.