文明堂総本店 カステラ








 
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[Art Direction, Illustration, Design]

client: 株式会社 文明堂総本店

日本の長崎県にある1900年から続く「文明堂総本店カステラ」の
パッケージのリニューアルデザインです。


 
33年ぶりのリニューアルということもあり、
老舗らしさと長崎文化をしっかりと伝えることに重点を置きつつ、
外国人の観光客、広い年齢層にも親しみを持ってもらうために、日本的で長崎らしいレトロな印象も持たせました。
 
日本が鎖国をしていた時代の唯一の貿易地が長崎の出島です。今は観光地として人気の場所です。
 
鎖国時代、様々な国から色々なものが入ってきたことで、
独特の文化が形成され、「カステラ」もその時に生まれました。
 
「カステラ」はそのような長崎の歴史を象徴する、代表的で文化的な意味でも非常に大切なお菓子です。
 
全ての絵柄は長崎文化を物語るモチーフになっていて「家紋」のようなイメージで描かれています。


フタのツメ部分には、長崎の象徴でもある「出島」をあしらっています。

日本パッケージデザイン大賞2017/金賞
長崎デザインアワード2016/金賞
東京 TDC賞 2017/入選
DFA Design for Asia Awards 2017/メリット賞
 
This project is for design renewal of a package of the traditional Japanese sponge cake, Castella produced by Bunmeidou Souhonten, a long-established traditional confectionery shop, which continues today since 1900 in Nagasaki, Japan. Since the design was renewed for the first time in 33 years, I focused on expressing the long history of the shop, as well as the culture of Nagasaki. In order to not only attract foreign tourists but also a wide range of ages, I have added a Japanese classical retro-look into the design, which I believe attracts a wide range of people across the world. On the edge of one side of the box, I made a pre-cut tab in the shape of Dejima, a small fan-shaped artificial island built in the bay of Nagasaki in 1634. The cut helps for the box to be easily opened and because the shape itself looks like Dejima, I added the graphics onto it.
 
Japan had a period of time when it was closed off to foreign commerce (Sakoku Period), and back then, Dejima in Nagasaki was the sole place of direct trade between Japan and the outside world; now it has become one of the popular sightseeing destinations. During the Sakoku Period, Japan was formed from various foreign cultures that was brought into the island, and Castella was born during this time. Castella is a symbol of the Sakoku culture and it also represents the history of Nagasaki. It is also an important pastry for Japanese people, especially for those in Nagasaki. We often send this pastry as a gift for ceremonial occasions. All of the design was composed from the motif which recalls the histories and culture, as well as the image of the Japanese Kamon, a Japanese heraldic symbol.
 
Japan Package Design Award 2017 / Gold
Nagasaki Design Award 2016 / Gold
Tokyo TDC Award 2017 / Selected