koi dashi hontsuyu

koidashi hontsuyu / 2016〜

This project served to revamp the image of the product in question, a concentrated dipping sauce with a natural soup stock base whose image hadn’t been changed in more than twenty years since its 1995 launch. The design combined a bottle with an indented shape that could be squeezed for easy pouring and a new color – orange – used to convey the wafting scent of the soup stock rising as a result of the new soup stock extraction method employed with the product. The design was conceived to convey the fresh appeal of the product to both established and new consumers.