FRUIT JELLY

FRUIT JELLY

Client: TAIYOU NO TOU YOUGASHITEN (TNT MARKET Inc.)
Design Company: TNT MARKET Inc.
Creative Direction: Noriko Hirohata
Art Direction / Design: Moe Fujiwara
SPECIAL THANKS to STAGE Co., Ltd.
Country: Japan

TAIYOU NO TOU YOUGASHITEN was born from TAIYOU NO TOU, a café in Osaka. Building on the café’s distinctive world—nostalgic and retro, yet refreshingly contemporary—the same sensibility was carried beyond the sweets themselves and into every aspect of the packaging design.

Inspired by the gift boxes once commonly found in traditional Japanese fruit and vegetable shops, the package features boldly printed, vibrant fruits. The result is a box that feels both nostalgic and distinctly contemporary, with a playful pop character suited to a summer gift.

Designed for three- and six-piece gift sets, each individually packaged box was also conceived as a gift in its own right. Once the lid is removed, the bottom of the box unfolds into a single sheet that can be used as a plate while enjoying the jelly.

By bringing a familiar motif from the past into a contemporary gifting context, the design considers not only the visual appeal of the package, but the entire experience of opening, eating, and using it.