The challenge of releasing local flavor "Shio Sen" to the whole country and the world with a new package!
| Industry/Service | ： | Manufacturing and wholesale of rice crackers and souvenirs |
|---|---|---|
| Head Office Location | ： | Kumamoto Prefecture |
Kimura Co., Ltd. is a regional food general trading company that manufactures and sells rice crackers made from rice grown in Kumamoto Prefecture. In order to deliver their long-selling, locally loved product "Shio Sen" to distant locations, they were considering changing the material of the package, but there was a risk that it could change the image of the product. Kimura did not want to compromise on either function or design, so how did Osaka Sealing Printing (hereinafter OSP) make Kimura's wish come true? We spoke to Mr. Hirose of the Distribution Sales Office of the Market Development Division of Kimura Co., Ltd. about the details of their work with OSP and the inside story behind the package renewal.
Customer Issues
- ・Renewal of packaging (wrapping materials) to allow for setting expiration dates that can withstand nationwide distribution
- -Maintaining the product image before and after the package renewal
OSP proposal
- ・Aluminum-deposited film packaging that enables nationwide and international expansion
- ・Careful consultation and design proposals to incorporate your requests into the design
In preparation for nationwide expansion, it was necessary to extend the expiration date while also harmonizing the design.
Please tell us about your business and how you started doing business with OSP.
Mr. Hirose: Our company is a general food trading company and a general food production company. In order to meet the strong demand for trust, safety, and security in food in society, we are particular about all processes related to our products, from rice cultivation and raw material procurement to the development and manufacturing of locally rooted products, to a high-quality logistics network that quickly delivers them to various locations. We carry out our business every day with the motto, "We deliver a delicious life from our company."
Since our founding, we have been supported by local customers, and now our products are sold in supermarkets throughout Kyushu and throughout Japan. Not only are our products enjoyed in everyday shopping, but they are also used as greeting gifts for various occasions and as travel souvenirs. We now have a lineup of over 100 products, centered on our long-selling product "Shio Sen."
Our business with OSP began when we were looking to roll out our Shio Sen products nationwide and were racking our brains over how to renew the packaging.
At the time, Shio Sen was packaged in transparent material, which had the appeal of allowing the product to be seen directly, but it was not possible to set a long expiration date, which posed a major challenge to nationwide expansion.
For this reason, we needed to use packaging that would enable us to set a longer expiration date for the product, but this also gave rise to new concerns that the image of a product that had been loved for many years might change.We sought to find a way to balance functionality and design so that the product would continue to be loved by consumers even after the renewal.
By switching to aluminum vapor deposition film, we aim to achieve both functionality and design.
How did you overcome the two challenges of designing packaging that would allow for a longer expiration date and maintaining the existing product image?
Hirose: In response to these issues, OSP proposed changing from transparent packaging to "aluminum vapor deposition film," which is made by heating and evaporating aluminum to form a thin coating on the surface. This prevents product deterioration caused by oxidation due to oxygen, gas, and moisture, and allows us to set a longer expiration date than with conventional packaging, making it possible to expand not only to the Kanto region but also to the rest of Japan and even overseas.
In terms of design, since switching to aluminum vapor deposition film would make the product itself invisible, we received a suggestion to use product photographs to avoid losing the appeal of the product itself.
Additionally, you carefully considered every last detail, such as the text, color, and style of the illustrations, and we are extremely grateful for how you were able to turn our vague design order into exactly what we envisioned.
The renewed packaging has been highly praised both inside and outside the company and continues to be loved by consumers
What was the reaction after the packaging was renewed?
Mr. Hirose: The renewed package for "Shio Sen" has been very well received within the company, thanks to the way you were able to properly respond to our detailed requests. I feel that we have been able to successfully convey the new image of "Shio Sen" without compromising the previous product image.
Of course, it has received positive reviews from consumers and continues to be a best-selling item even after the packaging was renewed.
With the SDGs in mind, let's create environmentally friendly packaging together
What are your future prospects and expectations for OSP?
Hirose: In a world where there is a lot of demand for SDGs, we would like to strengthen our efforts in SDGs. OSP has a wide range of environmentally friendly products and solutions, so we would like to consider introducing packaging made from environmentally friendly materials, with their advice as we have done in the past.
About Kimura Co., Ltd.
Founded in 1954 as a manufacturer of rice crackers, the company is currently operating as a "regional general food trading company" with manufacturing, wholesale, and logistics as its three main businesses. Through the manufacture of its own products, a high-quality logistics network, locally rooted product development and sales, and sales floor planning and proposals, the company comprehensively produces food products and distributes them to domestic and overseas markets.
