Branding & Packaging Design Process
My process for branding and packaging design for tiny kitchen Miyazaki, a chocolate company in Miyazaki, Japan.
Megumi Watanabe
8/25/20213 min read
Recently I was asked to design a chocolate packaging for my friends' new business "tiny kitchen MIYAZAKI" they were starting in Miyazaki Prefecture in Japan. Then I realized they did not have any branding, nor logo, so I offered to design them. I could not design a packaging without a logo.
Here is my design process. I almost always make a visual board, which I did when I used to work in fashion. (Please ignore the type on the forest, as it is there to cover something up.)
I first researched a little bit about Miyazaki prefecture, just to get a sense of the place. Then I thought about packaging as well here.
Then I started sketching up ideas for branding. At this point, anything goes on paper, no matter how silly. All I need is ONE good idea.
I have always loved monograms, playing with the shapes of letters, as you can see from my own hanko (the red MW) design, so that's where I went first.
UPDATE: 28 January 2024
3 New flavors has been added. Kinako (roasted soy bean powder) Milk, Strawberry, and Coffee. I have designed and revised the previous 4 packaging design as well.
Then I usually test out a bunch of fonts in Black & White and then colors based on my visual board. The colors of Miyazaki prefecture, I felt, was the dark green of the hills and fresh green of the young leaves in the sun, crystal clear turquoise water, and cloudless blue sky.
Here are the chosen logo and icon for tiny kitchen Miyazaki.
Then I moved onto the illustration design to be used on the chocolate packaging.
The final packaging design. The art deco inspired frame utilizes the "TK" monogram design on the upper corners. The frame and the main flavour types are meant to be printed in gold metallic. The entire paper, when you open it, will have the landscape design on it. These are the first 4 flavours they started with. It was fun to play with all the colors thinking of chocolate.
Available in select shops in Japan, @mogmog_lic in NYC, and @aburirestaurants in Vancouver.
