おおち山くじら Canned Wild Boar Meat
CONCEPT: Delicious cycle of mountains/boars/people connected by design
CLIENT: cuiiji
DATE: 2017
SERVICES: Branding, Package design, Copy writing
The wild boar, which is sometimes disliked as they are a harmful beast that devastates forests and fields. The idea for this branding is instead of having a negative image of boar, cherish them as a bounty of the mountains. This product is a canned wild boar meat which is carefully cooked high-quality wild boar caught in Misato Town, Shimane Prefecture.
BAUM handled its branding including package design and copywriting. The package communicates a lot more about vegetables and other ingredients graphically than boar meat. Communication about boar meat was done only with text. By making the other ingredients such as vegetables and the cooking scene a key visual, the package is familiar and approachable for people who are not used to cooking wild boar meat. Added detailed explanation about tastes, flavors, and recipes to stimulate the appetite without looking at contents inside the can.
ときに森や田畑を荒らす害獣として疎まれる存在のイノシシを、山の恵みとしておいしくいただこうという考えのもと、島根県美郷町で捕らえられた良質なイノシシ肉を丁寧に調理し缶詰に。BAUMではパッケージデザイン、コピーライティングを含めたブランディング担当しました。あえてイノシシの要素は文字で入れるのみにとどめ、野菜などの食材や調理のシーンをキービジュアルにすることで、ジビエ肉に馴染みのない方も手に取りやすいデザインにまとめました。缶詰の中身が見えなくてもイメージが湧き食欲をそそるよう、味や風味、食べ方のアレンジを具体的に説明しました。
