styles

more styles I looked for, graffiti & retro...
I like retro style
vibrant, dynamic, bright, geometric

colour research

Red

• China: Good luck, celebration, summoning
• Cherokees: Success, triumph
• India: Purity
• South Africa: Color of mourning
• Russia: Bolsheviks and Communism
• Eastern: Worn by brides
• Western: Excitement, danger, love, passion, stop, Christmas (with green)

Orange

• Ireland: Religious (Protestants)
• Western: Halloween (with black), creativity, autumn

Yellow

• China: Nourishing
• Egypt: Color of mourning
• Japan: Courage
• India: Merchants
• Western: Hope, hazards, coward

Green

• China: Green hats indicate a man's wife is cheating on him, exorcism
• India: Islam
• Ireland: Symbol of the entire country
• Western: Spring, new birth, go, Saint Patrick's Day, Christmas (with red)

Blue

• Cherokees: Defeat, trouble
• Iran: Color of heaven and spirituality
• Western: Depression, sadness, conservative, corporate, "something blue" bridal tradition

Purple

• Thailand: Color of mourning (widows)
• Western: Royalty

White

• Japan: White carnation symbolizes death
• Eastern: Funerals
• Western: Brides, angels, good guys, hospitals, doctors, peace (white dove)

Black

• China: Color for young boys
• Western: Funerals, death, Halloween (with orange), bad guys, rebellion

Red for China : Traditional bridal colour, good luck, celebration, happiness, joy, vitality, long life, summoning, the direction South. Chinese saying goes "when something is so red, it is purple" - red purple brings luck and fame.

Magenta for Italy : Magenta was one of the first aniline dyes, discovered shortly after the Battle of Magenta (1859), which occurred near the town of Magenta in northern Italy. The color is named after the battle, and hence indirectly after the town.

Orange for Spain : Orange is the colour of the second equipation of Valencia CF (Spain). The Land of Valencia has oranges as a traditional produce.

Yellow for Japan : Nobility, courage

Green for South India : Islam, hope - the cloak of the prophet was thought to be green, virtue - only those of perfect faith can wear green.

Cyan blue for Greece : blue flag

Dark blue for Korea : flag

sketches

So this is the direction I am working with. The top one is just one of my sketches I will try to come up with several designs and select one that I like.. The cultural plates will have similar or the same graphic but with different color treatment..

bottom one is for my naming and type treatment.. I want bold, modern, simple, geometric typefaces like futura, century gothic, and bauhaus for fun.. I wish I can have really pretty modern typefaces, but I should stick with what I have rather than buying it... :(

I had so much difficult time coming up with my brand name..
Right now, I am going for "Origin"

origin |ˈôrəjən|
noun
1 the beginning of something's existence : a novel theory about the origin of oil | the name is Norse in origin.
• a person's social background or ancestry : they will be asked about their ethnic origin | a voice that betrays his Southern origins.
• the place or situation from which something comes : an indication of the country of origin.
2 Anatomy the place or point where a muscle, nerve, or other body part arises, in particular
• the more fixed end or attachment of a muscle.
• a place where a nerve or blood vessel begins or branches from a main nerve or blood vessel.
3 Mathematics a fixed point from which coordinates are measured, as where axes intersect.
ORIGIN early 16th cent.: from French origine, from Latin origo, origin-, from oriri ‘to rise.’

Origin is a word meaning "beginning." In this sense, it may refer to:

• Origin (start), the beginning, starting-point, cause, or ultimate source, from which a thing is derived;
• Origin (mathematics), the point where the coordinate axes of the system intersect;
• Origin of the universe, also known as the "Big Bang";

1) this VM is the origin; it will provide the beginning chance of experiencing other cultures
2) this VM will provide the user with knowledge of where each food came from, the origin.
3) this VM creates interaction between cultures, they intersect.

I think Origin has a good connection to my VM... and the symbol "(O)" came from my first idea of two round tables around the cylinder shape vending machine in the in the middle. When you look at it on the top, the shape is like "(O)".. even though I am not going to work with the cylinder shape VM anymore, "(O)" symbol is still connected with the meaning of the word 'origin'..

meeting w/ Don

I was really worried about the possibility of getting rejection for my new direction today.
Since I was suggested with two different directions from Don and Tak during last two weeks, I had to find a way to reflect both suggestions in my design process. I think, I managed okay and quite appreciated the opportunity that I could do 'go back and forth'..

okay, my first idea was to make the vending machine in a cylinder shape so that people can go/walk around with their friend and select their snacks. And also, I was going to put round shape of tables around the machine like "(O)" so that the youth can seat with their friends and share snacks. However, I realized that the shape and table will demand a huge space which won't work in a secondary school environment! The school is not going to give me that space for the vending machine! The idea was developed while I was thinking about the user experience ( how to make the experience more fun n dynamic), but I decided to let it go in order to make it really work in terms of space requirement. And the round shape demand more footprints, too. So I am sticking with the regular rectangular shape(wider than the ordinary ones)..or even two semicircular machines will work too.

I also thought about designing take away cards that will be displayed at the front of each section door. The cards will include the illustration of food, beneficial info about the ingredients, nutritional fact, ect.. But it will cost extra for the company in terms of management and printing. ( they need to keep the wage/production cost low to provide low cost for the user). Instead, I can just put the label on the food package cellophane, it has to be with the food under the law anyways..

Don liked the way how the vending machine actually shows the food itself through the window.
Through the window, the user should be able to read the name, ingredients, and nutritional fact easily( I should think about where the label will be placed on the package)

-vending machine design
-cultural plate design
-label design
-identity design

moodboard- youth

colorful, bold, friendly, dynamic, young

automat sketches

I know it is hard to understand and ugly/messy drawing..I just started which is good!

- so I can see that my automat is a cylinder shape that the youth can go around.
- there will be 2-3 machines that looks similar, and each contains two different cultures.
- around the machines, there will be tables where the youth can seat and share there food. I guess on the table, I can put my healthy ingredients research in order to knowledge them, also they can talk about it.
-I will designe 2-3 shapes of plates that represent each culture (different color codes)

snack

The reason why I abondoned the idea of doing package design was that I decided not to limit the kinds of snacks for each culture. There are so many kinds and my little selection may not be attractive to the youth. Without firmly deciding the content(what kind of snack), there is no way to do the package design.

However, I am going to do some kind of package design that covers my food in the vending machine. The package will represent the cultural aspect rather than what's inside(what kinds of snack or ingredients) So the package design's purpose is only to differenciate each culture.

I had to look up the dictionary in order to define "snack" since I kept thinking and limiting 'snacks' as chips, bars, candies, chocolate, etc..

snack (snk)

n.

1. A hurried or light meal.

2. Food eaten between meals.

intr.v. snacked, snack·ing, snacks

To eat a hurried or light meal.

---

[Middle English snak, variant of snacche, trap, bite, from snacchen, to snap; see snatch.]
1. a small amount of food that is eaten between main meals or instead of a meal

So, it is not just chips, bars, or candies like I thought... "small amount of food between main meals" give me more options to go further in terms of food selection.

At this point, I am intrested into this Automat or Automatiek idea..

Automatiek(Dutch)

A common type of snack bar in the Netherlands is called automatiek and is similar to an automat. It has a wall lined with coin-operated machines. Each has a vertical row of little windows, with a (usually hot) snack behind each, e.g. a croquette, a frikandel or a hamburger.

After inserting a coin into a slot, an individual opens one of the windows and removes a snack. The machines are heated so that the snacks stay hot. Behind the machine is the kitchen where the snacks are prepared, with the little windows being re-supplied from the back.

In addition, a snack counter for food less suitable for vending machines is usually available in the same area (example: french fries).

Automatieks may or may not provide chairs for customers. Sometimes the vending machines are in an outside wall, and no shelter is provided.

These vending machines are often located at railway stations or in busy shopping streets. One large chain of these automatieks is FEBO.

Ordinary automatieks in Amsterdam

A modern automat, Bamn, in Manhattan's East Village

so my deliverables will be,
1) Brand identity
2) plates design for each culture
3) automat vending machine area design (machine + tables)

Vending Machine location

When 4-5 friends come to buy snacks together, how would their movement around the V.M look like?

1) it seems to be more active and fun when you can walk around the V.M in circle with your friends.
2) in the corner seems to be boring and passive. not exciting.
3) each V.M at different places(floors) seems to be difficult for 4-5 people to buy snacks together.
4) V.Ms in a room feel stuffy, closed.
5)'U' shape room gives better space, more active, interactive than #4.
7) V.Ms located separately in a room seems to be meaningless, they should be united in order to fit into my concept.

So I liked the idea of walking around the vending machines in an open space. I think every cultural vending machine should be located at the same place for convenience and for the united feeling.

bye package idea

When I talked with Tak, he mentioned that
"my selection of cultural snacks doesn't look tasty + attractive for the youth"

hmmm,, I tried to select snacks that represent the culture and also use healthy ingredients.
If I were the user, I would try everything and find delicious, but if it doesn't look tasty for the youth, which seems to be true, it will not work.

At this point, I decided that I am not going to limit what snacks will be in my product line as long as I define it as healthy and cultural. What I need to focus more is the visual aspect and the concept how to engage the youth to experience cultural snacks rather than what I am going to make them to eat..

What I should focus on is how to create the experience more fun, exciting, and sharable with others... so that they realize, learn, and interact more with other cultures..
Avoid the ordinary vending machine.. While I was talking with Tak and Chloe, there were few
crazy ideas about the new way of operating vending machines..


-mysterious concept : the user can open the cover and check what kind of snack inside.

-ball track : the snack itself can be packaged in the ball (gum or candy) and the way it delivers to the user can be fun. With the map background, the selected snack travles from its origin to Vancouver which is the destination.

-random flavor : It can be chips with different cultural flavor. When the user press random button, the machine gives you random flavors. you cannot expect what you'll get.

-Automat : it is a fast food restaurant where simple foods and drink are served by coin-operated and bill-operated vending machine. (below) You can look at the actual food through the window. With the table provided, the users can share their snacks and have conversation.

-vending machine locations : each cultural vending machine can be located at the place where it relates to the characteristic of the culture or the benefit of the food. Ex) Greek v.m can be located near the fountain since there are many fountains in Greece..

-snack with give away toys or something that can be collected : then the youth will come back to collect other things.

so, these ideas were generated to make the experience fun and continuable.

going back

last week, I totally focused on developing my snack company brand: brand naming and snack selection.. After I talked with Tak on thursday, I felt that I was not looking at things broadly enough. I kind of directed myself to the smallest part of my solution.


I realized that creating this brand and designing the package are not enough to engage
the student. It is like who cares about these snacks? More important thing to think about is how to engage them so that they can interact with the snack..I should look more about designing experience of the vending machine user..

-where the vending machine will be located?
-how my vending machine different from other ordinary machines?
-how would I differenciate each cultures?
-how would they get the food? is it just pushing and picking or something else?
-where sharing experience would happen at? tables around the machine?
-how would I make them to come back and try something else later?
-what do they see appealing? the way the food delievers to the user?
-is the experience active, passive, or interactive?

vending machine
* good
-convenience : easy, quick, anywhere, variety
-economical : cheap (machines keeps costs low because hiring staff and leasing a location is expensive.)

*bad
-lack of sense (can't smell, touch, feel : not tangible before the purchase)
-lack of interaction (choosing, purchasing, getting the food)

Experience design

From Wikipedia, the free encyclopedia

Experience design is the practice of designing products, processes, services, events, and environments with a focus placed on the quality of the user experience and culturally relevant solutions, with less emphasis placed on increasing and improving functionality of the design.^[1] An emerging discipline, experience design attempts to draw from many sources including cognitive psychology and perceptual psychology, linguistics, cognitive science, architecture and environmental design, haptics, product design, information design, information architecture, ethnography, brand management, interaction design, service design, storytelling, heuristics, and design thinking.^{[citation needed]}

Commercial context

In its commercial context, experience design is driven by consideration of the moments of engagement, or touchpoints, between people and brands, and the ideas,emotions, and memories that these moments create. Commercial experience design is also known as experiential marketing, customer experience design, and brand experience. Experience designers are often employed to identify existing touchpoints and create new ones, and then to score the arrangement of these touchpoints so that they produce the desired outcome.

Broader context

In the broader environmental context, there is far less formal attention given to the design of the experienced environment, physical and virtual -- but though it's unnoticed, experience design is taking place. Ronald Jones, describes the practice as working across disciplines, often furthest from their own creating a relevant integration between concepts, methods and theories. Experience designers design experiences over time with real and measurable consequences; time is their medium. According to Jones, the mission of Experience Design is "to persuade, stimulate, inform, envision, entertain, and forecast events, influencing meaning and modifying human behavior."^[2]

Focus debated

There is a debate occurring in the experience design community regarding its focus, provoked in part by design scholar and practitioner, Don Norman. Norman claims that when designers describe people only as customers, consumers, and users and designers risk diminishing their ability to do good design.^[3] Given that experience is so totally an affective, subjective, and personal process -- not an abstract --- it would be ironic, it's been argued, for experience designers, when designing experiences, to approach people merely as objects of commerce or cogs in a machine. Experience design, perhaps more than other forms of design, is transactive and transformative: every experience designer is an experiencer; and every experiencer, via his or her reactions, a designer of experience in turn. While commercial contexts often describe people as "customers, consumers, or users," this and non-commercial contexts might use the words "audience, people, and participants." In either case, for conscientious experience designers, this is merely a semantic difference.

Multiple dimensions

Experience design is not driven by a single design discipline. Instead, it requires a cross-discipline perspective that considers multiple aspects of the brand/business/environment/experience - from product, packaging and retail environment to the clothing and attitude of employees. Experience design seeks to develop the experience of a product, service, or event along any or all of the following dimensions:^[4]

• Duration (Initiation, Immersion, Conclusion, and Continuation)
• Intensity (Reflex, Habit, Engagement)
• Breadth (Products, Services, Brands, Nomenclatures, Channels/Environment/Promotion, and Price)
• Interaction (Passive < > Active < >Interactive)
• Triggers (All Human Senses, Concepts, and Symbols)
• Significance (Meaning, Status, Emotion, Price, and Function)

While it's unnecessary (or even inappropriate) for all experiences to be developed highly across all of these dimensions, the more in-depth and consistently a product or service is developed across them -- the more responsive an offering is to a group's or individual's needs and desires (e.g., a customer) it's likely to be. Enhancing the affordance of a product or service, its interface with people, is key to commercial experience design.

more snack selections

Korea
Kimchi/spicy flavor rice cake

Kimchi (or kimchee) is loaded with vitamins A, B, and C, but its biggest benefit may be in its “healthy bacteria” called lactobacilli, found in fermented foods like kimchi and yogurt. This good bacteria helps with digestion, plus it seems to help stop and even prevent yeast infections, according to a recent study. And more good news: Some studies show fermented cabbage has compounds that may prevent the growth of cancer.



Spain
Spanish stuffed olives or green olives in olive oil

-Olive oil is mandatory at every meal in a typical Spanish home, and for good reason: The country makes more than 40% of the world’s supply, although until recently the majority was sold and packaged outside its borders (the Italian olive oil you’re using might actually be from Spain).
-Antioxidant-rich olive oil protects against heart disease by controlling LDL, or bad cholesterol, levels while raising HDL, or good cholesterol.


South India
South Indian lentils with coconut flavor bar

-Lentils are to India as meatloaf is to America: the quintessential comfort food. Ranging from yellow and red to deep black, these tiny disc-shaped members of the legume family are eaten in some form at least twice a day in “any self-respecting Indian household,”
-This superfood gives you protein and cholesterol-lowering soluble fiber, as well as about twice as much iron as other legumes.

naming

energetic, inspirational, youthful, optimistic, memorable, visual, unique

1) pot luck

-to choose something without knowing very much about it and hope that it will be what you
want
-to have a meal at someone's home in which you eat whatever they have available
-Ame. a meal made up of dishes of food brought by many different people

I think the meaning itself describes my brand so well!

2) kiss of peace (pax in latin)

- a kiss or handclasp, used as a sign of love and union
- peace as piece
- eating with love + respect
- for peace + unity

eating with love and respect for peace/unity.

3) Spark

-a very small bit of brightly burning material produced by a fire or by hitting or rubbing together two hard objects
-spark of interest/ excitement
-a quality of intelligence or energy that makes someone successful or fun to be with
-a small action or event that quickly causes trouble?!
-to start someone's interest in something

Sparkle

-a quality that makes something seem interesting and full of life
-to shine in small bright flashes

Spark sounds like a big bang experience something shocking, surprising, new, and exciting!
Experiencing Spark's snack starts youth's interest in other cultures.
Synergistic effect.

4) Smack

- smack your lips, to make a short loud noise with your lips because you are hungry
- inf. to kiss someone
- to hit something against something else so that it makes a short loud noise
- snack like sound
- flavor, aroma

for me, smack sounds like youth, I don't know why. sound edgy..The word include meaning of flavor and the word sounds like snack too. Smack you lips; Smack makes you feel hungry with our delicious multicultural snack!

5) Fire in your Belly

- if you have fire in your belly, you are ready to fight with energy and determination for what you believe is right.

We provide the enegy and reason to stand up and fight against racism/division!

6) mesh or meshed

- if two ideas or qualities mesh, they go well together and are suitable for each other.
- tech. if two parts of an engine or machine mesh, they fit closely together and connect with each other
- mashed potato like.

7) Zing

-the quality of being full of energy or taste
-to move quickly making a whistling noise

keep in mind

Healthy
Cultural
Energetic
Synergistic
Inspirational

these are my BIG words..

creating tribes

-Nature Valley : we give you the energy to get to and enjoy your favorite place in nature, your own personal nature valley. You take care of yourself with a healthy and active lifestyle.

-Nature Valley's "tribe" : the people who enjoy outdoor activities, travelling get together and share their experience through Nature Valley's blog.

-Kashi : Everyone has the right to healthy food.
Helping people make healthy changes is the reason we get up in the morning. We love being able to give people all-natural, minimally processed foods that are free of highly refined sugars, artificial additives, and preservatives. Because when we eat well, we feel well.

-Kashi's "tribe" : Chanllenge your self. Making a positive change is easier if you have someone to share it with. Our community is built so you can get daily inspiration and be a part of the group’s overall growing success.

-FritoLay : We will continue to enhance the nutritional attributes of our snacks and take further steps to be a better steward of the environment. And we will have good fun along the way.

-FritoLay's "tribe" : the people who are interested in Being healthy + being green

-Mott's : Mott's has the nutritious, and obviously delicious, snacks and drinks for you and your family. Whether you need the perfect after-school snack for your kids, or you're in need of a wholesome pick-me-up during your day, we've got what you're craving.

-Mott's "tribe" : interested/believe in healthy eating + apples nutrition

===================================

all companies have the same title as a healthy food company, but to make themselves differentiate from other companies, they added their own value and put their audiences into "tribes" where people understand the company's value and feel as if they belong.

"You're part of a select clan when you buy products from these clearly differentiated companies. Brands are the little gods of modern life, each ruling a diffrent need, activity, mood, or situation."- the Brand Gap by Marty Neumeier

1)who are you?

We are " "(I haven't decided on the name)

2) what do you do?

We make healthy and multicultural snacks for youth.

3)why does it matter? Why people want it?

It matters because through our cultural snack experiences, we help youth to create peace and unity in the community.

My tribe believes that realizing, learning, and interacting with other culture through food experience is enjoyable and beneficial. We have power to make our community more united and peaceful.

to differenciate

I read "the Brand Gap" by Marty Neumeier that was suggested by my mentor. It has nice illustrations, easy to read(big types), and easy to understand. It also had little/quick summary at the back.

He says,

"A brand is a person's gut feeling about a product, service, or company. It's not what you say it is. It's what THEY say it is."

"People base their buying decisions more on symbolic cues than features, benefits, and price. Make sure your symbols are compelling."


To DIFFERENTIATE

"To begin building your brand, ask yourself three questions: 1) who are you? 2)what do you do?
3)why does it matter?

"We look for contrast"

"When we come upon a new product, package, or page layout that uses contrast masterfully-not only in its design but in its very concept-we find it aesthetically pleasing. We like it"

"Our brains filter out irrelevant information, letting in only what's different and useful. Tell me again, why does your product matter?"

"Differentiation has evolved from a focus on "what it is," to "what it does,"to "how you'll feel," to "who you are." While features, benefits, and price are still important to people, experiences and personal identity are even more important"

"As globalism removes barriers, people erect new ones. They create tribes-intimate worlds they can understand and participate in. Brand names are tribal gods, each ruling a different space within the tribe."

"A focused brand knows exactly what it is, why it's different, and why people want it"

There are more useful and inspirational points in the book, worth reading it!

Multicultural snacks

Italian Biscotti

w/ whole wheat flour, no butter, nuts, dried fruits,
and most importantly "basil, oregano, sage"
(basil oil have potent antioxidant hence anti-aging, anti-cancer,
anti-viral, and anti-microbial properties)


Japanese Zunda Mochi (thanks Kamilla!)

Zunda is a treat made from mashed edamame soybeans.
As for the nutritional benefits , Zunda is a great source of protein and
has a bunch of Omega-3 fatty acids. Since it is a soy product,
there’s evidence it could be good for the brain or even help prevent cancer.
Mochi is a rice cake made of glutinous rice pounded into paste and molded into shape.

Chinese Fruit and Nut (bar) : Symbolism in Chinese Food

Black moss seaweed - wealth
Dried Bean Curd - happiness
Lychee nuts - close family ties
Oranges – wealth, luck
Peanuts - a long life
Peaches - peacefulness
Pomelo - abundance, prosperity, having children
Seeds (lotus, watermelon, etc.) - having a large number of children
Tangerines - luck



Greek Yogurt

Many think of yogurt as just a sweet snack.
But the thick, creamy, rich kind that’s traditional in Greece
has been integral to Grecians’ healthy diet for thousands of years.
w/ honey + nut + dried fruit


South Indian Curry/Coconut flavour snack
Korean Spicy Kimchi flavour snack
Mexican Salsa flavour?!
Vietnam...

coming soon... :-)

cultural moodboard

South India


Korea


Mexico


Vietnam


China


Greece


Italy


Japan

brand naming

multicultural, delicious, healthy, snack, taste, interaction, sharing, love, understanding, finding, experience, chance, desire, food, teen, youth, break time, fast/quick, convenience, coin, vending, machine, select, decision, push, drop, pick up, come back, identity, inspire, friend, one, same, travle, try, sample, value, connection, unity, village, movement, action


so far I came up with

Vantang/Vtang (Vancouver:multicultural flavor)
Vite (Vancouver snack)
Ethnack (Ethnic Snack)
Out of the Ordinary
Multi(d)bit (Multicultural tidbit)
Smack (snack of distinctive flavor and taste/addictive)
Flavour / Flavous (our flavor)
Eat's me! (introducing)
Haps (fortune, chance + snack)
Fuse

It is so difficult to come up with a satisfying name...

Phase 3 Oct 16

after meeting with Don, I felt relieved for the first time...

1) Okay! for this week, start collecting content!

I will focus on deciding what multicultural snacks to be in my brand.
I was worried + confused if my snacks have to meet this BC Nutritional Guidelines which seemed limited my selections and directions so much!

But after I talked with Don, I gained my confidence, and as long as the snack represents the taste and essence of the culture and can be made in reality, I can invent new multicultural snacks.
I can bend some rules of BC ;-p

ex) Italian snack can be a taste of Parmesan cheese, basil, oregano, or other herbs
South Indian snack can taste like curry, coconut, chili
Japanese snack can taste like wasabi, seaweed paper, ginger?! kkk
Chinese snack.. there are so many options there

This way, it makes me easier to decide what kind of snacks I will bring into my V.M.
I don't have to go out and find existing snacks which I tried but found it difficult.

I am thinking to bring as many kinds of cultures into my V.M
I should do some research what kind of tastes the cultures are known for(something that can represent the cultures)
-South India
-Korea
-China
-Thai
-Mexico
-Japan
-Italy
-France
-Africa
etc.

2) Take a firm brand position.
3)Define my design style approach
4)play with prototype (sketches, package)


Today I feel so excited and passionate about my project finally!
good.. :-)

vending machine?

I thought about the process of buying snacks from the vending machine.

for me, usually I have no idea what I am going to buy before I get to the vending machine.
When I get to there, I glance at all products inside..
let's assume that every product is new to me, and I am looking for something healthy for me..
What I can see is just the front side, not the nutrition facts side..I need to depend on the description(ingridients), the brand name, and the img on the package (design, img of the product). If the package looks artificial or has some words that sounds exaggerated, I usually avoid it. I prefer the product that shows what is inside.

in order to give the feel of healthiness, the brand name, graphic(color,illustration or photo), ingridients description should be well presented.. truthful, comfortable, natural

some short thought

package design with 2nd purpose

I copied this article from pingmag website :-) good info!

Nova

What is this??? The Nova bunny conquering different kinds of sweets?

Here we have an interesting one!
English Language school Nova made a clever move by applying the old concept of learning + pleasure = good memory! By teaming up with big time choco producer Glico, people can now learn English while indulging in chocolate heavens…

Nova rabbit on Gaba chocolate asking you to visit their website

Heavy Nova branding campaign on Pocky chocolate…

But I wonder! What is this pink bunny doing to poor Japanese citizens who actually don’t want to learn English!?? Just imagine that ‘English’ was your most hated subject at school and now your favorite chocolate forces you to realize, that you still don’t know how to “Take the bull by the horns”!

Pocky packages inside - cute English lessons on the go… But really, who wants to learn English constantly?

The forced on Learning English market is a really strange situation here in Japan… Although people study so hard at school, the fact that they have almost zero opportunity to actually ’speak’ English (at school and in real life) causes a big shyness and English panic. This however creates a comfortable niche for tons of English schools to ask outrageous prices for a little bit of ’speaking time’.

I wonder who decides what kind of phrases are picked for these packages… I’m glad they didn’t chose Learning for Life! - that would really depress me!

there is the Daruma for the beginning of the year.

Daruma Canael Corn - no, this is not a spelling mistake!

Milk Caramel flavor variation of the Daruma Canael Corn

This traditional Daruma wish doll works like that: make a wish and draw in his left eye, wait until the wish comes true and then pencil in his other eye. Well, the Caramel Corn already has one eye, so you can use the side panel of the package to actually write down your wish:

Caramel Corn’s original side panel on the left and Canael Corn’s blank space to write down your wish on the right

Once your wish is fulfilled, you can draw in the other eye… in case you didn’t throw away your flip package already…

So why is this one called Canael Corn instead of Caramel Corn then? Because **Japanese loooooove word plays and “canaelu” means to wish and make it happen. Bingo!**

===================================================================

I love the idea how Japanese snack companies use their package not only to attract their customer but also educate/ entertain them. The package design have the opportunity to create interaction with the consumer..Like the two examples up there, I can use my package design to educate and entertain my audience about the culture.. The message should be conncected to my goal (motivate them to increase their interest, knowledge, and interaction with other culture)