2021 / Packaging Design / Food / Student


  • Prizes
    Winner in Packaging Design/Food, Top Design Winner in Packaging Design/Sustainable Design
  • Lead Designer
    Jiatao Li
  • University
    The University of Edinburgh

This is a Japanese food restaurant in Leicester, England, originally named 'wakaze'. It is a Japanese fast food restaurant. Meanwhile , the outer packaging of this Japanese food store is mainly made of plastic materials.In order to increase its brand recognition and improve its environmental protection and sustainability, I redefine the brand design and packaging for it. The brand’s inspiration comes from Japanese carp streamers. The words "koi"come from the Japanese words 鯉 (carp), The koi is a symbol of luck, prosperity, and good fortune, and also of perseverance in the face of adversity.

Photo Credit: Jiatao Li