Established in 1940, Nishiri is a Kyoto-based company carrying on a local legacy of pickled and fermented vegetables. But 2 years ago, when they decided they needed a rebrand, they turned to design agency Nosigner, who helped them modernize their “Hakko Seikatsu” (meaning fermentation lifestyle) brand of sauces, soups and dressing.

Using the strong visuals of vegetable illustrations, the design team carefully considered how the products would be placed on shelves. The gift box was designed to represent air bubbles—a critical process in fermentation—where holes were placed at random on the box to expose the packaging design. The team then strategically designed the kanji logo to be read and recognized instantly. Here too, bubbles surround the logo to show the fermentation process.

Click the link below to learn more about the innovative modern design over at Spoon & Tamago.