OKAYU SOUP

OKAYU SOUP

Client: TSUNAGI Co., Ltd.
Design Company: HOZO Inc.
Art Direction / Design: Kumiko Noda(HOZO Inc.)
Product Management / Direction: Fumiko Mori(RIDE Inc.)
Country: Japan

“OKAYU SOUP” is a ready-to-eat product created by the brown rice brand GenTsuguya, developed to bring the nourishing flavor and natural goodness of brown rice to everyday dining in an easy and accessible way.

Porridge is often associated with food eaten when one is feeling unwell. However, in Zen tradition there is a phrase, “Shuyu Jiri” (Ten Benefits of Porridge), which describes the ten virtues gained from eating rice porridge, highlighting its long-standing role as a meal that supports everyday health and well-being.

This product was developed with the intention of making brown rice—normally more time-consuming to cook than white rice—easy to enjoy even in the midst of busy daily life by preparing it as a retort (ready-to-eat) food. It contains no preservatives, sweeteners, artificial colorings, or flavorings, and all ingredients are sourced from Japan. The result is a carefully crafted product that values the natural strength of its ingredients while offering both quality and peace of mind.

The package design intentionally avoids typical plated food images. Instead, the porridge is expressed through simple illustrations with restrained lines and a minimal color palette. By reducing the visual expression to its essentials, the design quietly conveys the deep, nourishing flavor derived from carefully selected ingredients and the sincerity of the product itself.

Additionally, the outer packaging uses an envelope made from FSC-certified paper, reflecting a commitment to being gentle not only to the body but also to the environment.