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Food Packaging, 2017

Natto, a highly nutritious and traditional Japanese food made from soybeans fermented, has a strong distinctive smell and stirring natto produces lots of sticky silk strings. It is not only the most valuable soybeans cuisine offered to the royal family, but also the pride of traditional Japanese life- style. To think outside the box, unique illustrations in fresh appearance are used to construct the new packaging design of the Natto kingdom. The packaging also comes along with six noble characters in four scenarios of lovely tales.
When you open it, each Natto package reveals a little story hid within. As you enjoy its delicacy, Natto communicates the great feeling of “one suck of Natto keeps healthy forever”. Natto and its sticky silk string deeply enfold the local culture and secret of longevity. Using fairy tale to connect with the unique Asian food, westerners are brought closer to Natto and get to know more about it. Natto certainly is going to extend its new brand and positive value from Asia to European and American market.​​​​​​​ 
Brainstorming and Sketching
Natto Branding
Natto In Wonderland
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School National Taiwan University of Science and Technology

Team Prof. Wang, Designer l Lulu Chang

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