Sanuki Udon noodles are a favourite in Kagawa in Shikoku, Japan, and they are widely acknowledged as high-quality udon. Kanaizumi is the leading manufacturer of the noodles. The company wanted new packaging for the Setouchi International Art Festival 2010 and to promote sales of Sanuki Udon as souvenirs and gifts. The multi-sided outer box with curved slits is a visual reminder of udon, while the colour and feel of the packaging arouses the consumers’ imagination. It’s an ultimately simple solution that conveys the values of the company and product.
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