Tokinone

Food Package for Zikkichi Co.,Ltd.

Tokinone is a new and nostalgic product that adds buttercream and flavors such as fruit and green tea to Dorayaki, a traditional Japanese pastry made by sandwiching bean paste between pancakes. Toshiki Okada created fun patterns with colors representing the seven flavors and also applied random shapes which are expressing the fluffy texture. And he designed colors and shapes that give a sense of both new and old, Japanese and Western to revive this traditional confectionery handed down from long ago as a new local specialty of the modern age.

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Download Press Kit № 118715 Food Package for Zikkichi Co.,Ltd. by Toshiki Okada to access high-res images, essential texts, translations, and exclusive interviews—all in one.

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Tokinone by Toshiki Okada

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Food Package by Toshiki Okada

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Toshiki Okada Tokinone

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Toshiki Okada Food Package

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Toshiki Okada Designer Portrait Photo

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Zikkichi Co Ltd Brand Logo

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Tokinone Food Package Press Releases

For Tokinone, we offer press releases in multiple languages, including: English.

Tokinone Food Package Media Articles

Explore our ready-to-use articles on Tokinone, available in multiple languages: Spanish, Korean, Japanese, Russian, Chinese (Mandarin), Italian, German, French, English, Portuguese, Dutch, Indonesian, Arabic (Standard), Turkish and Hindi, for your feature stories.

Unique Properties

Tokinone is a new and nostalgic product that adds butter cream and flavors such as fruit and green tea to Dorayaki , a traditional Japanese pastry made by sandwiching bean paste between pancakes. Fun patterns with colors representing the seven flavors and random shapes are expressing the fluffy texture. Unlike traditional Japanese confectionery packaging, the colorful, pop, and high quality atmosphere of this product is appreciated as a gift. It is made of non-glossy high quality paper, all made from recyclable paper products.

Tags

Sweets, Traditional sweets, Japanese sweets, Wagashi, Japanese food, Package design

Production Technology

The Dorayaki cakes that come in the box are very soft, so each one is specially designed to have sufficient margins. The box is made of non-glossy high quality paper to match the texture of the Dorayaki. Also recyclable paper products were chosen for everything related to this product.

Design Challenge

Many of the traditional Japanese confectionery packages were expected to be of high quality as gifts, and this project was required to express a modern style while inheriting the tradition. In the design, expressing the warmth was the most important part of this product, which is prepared by hand, while at the same time achieving both the quality as a gift.

Project Duration

Development began in 2019 in Kawagoe City, Saitama Prefecture, and sales began in 2020 at a long-established Japanese confectionery store near Kita-in, Kawagoe City.

Operation Flow

The design is consistent with the rationale behind the color choice, but also visually catches the eye with a pop and high quality atmosphere that makes the product tasty and enjoyable. All packages are made of paper and can be easily disassembled and folded, making them environmentally friendly.

Research

Kawagoe City, where this product is sold, is a tourist destination, and in recent years has become a popular dating spot among young people and foreigners. With the shift in tourist demographics, the traditional souvenir wagashi also needed to be reborn. The branding and package were designed from scratch to create a product that would be loved by people of all ages and languages, while retaining the Japanese tradition.

Inspiration

Tokinone means "tone of time" in Japanese. To revive this Japanese traditional confectionery Dorayaki (pancake-like patties wrraped around filling of sweet bean paste.) handed down from long ago as a new local specialty of the modern age, colors and shapes that give a sense of both new and old, Japanese and Western styles are used. The colors used in the design were imagined from butter, strawberry, tangerine, rum, sweet potato, matcha, and hojicha.

Image Credits

All Image: Photographer Nozomi Suzuki 2021 / Art Director Toshiki Okada 2019 / Graphic designer Toshiki Okada 2019

Project Overview

Tokinone Food Package has been a Bronze winner in the Packaging Design award category in the year 2020 organized by the prestigious A' Design Award & Competition. The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.

Bronze Recognition

Toshiki Okada was recognized with the coveted Bronze A' Design Award in 2021, a testament to excellence of their work Tokinone Food Package.

Toshiki Okada Press Releases

Journalists and media members can enrich their content with our press releases on Toshiki Okada, available for free use. Now available: Immediate access to 2 press releases for journalists.

Tokinone: Reviving Tradition with a Modern Twist in Japanese Confectionery Packaging

Introducing Tokinone, a new and nostalgic take on traditional Japanese confectionery, Dorayaki, combining buttercream and fruit flavors in a visually captivating package that bridges old and new.

Toshiki Okada Newsroom

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