Unwrapping Japan


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This is a presentation I did for the Account Planning School on the Web. The brief was to create a concept to convince Japanese consumers to think about packaging more responsibly.

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Unwrapping Japan

  1. 1. U N WRA PPIN G J A PA N Assignment for the Account Planning School of the Web Jonathan Nausner jonathan@thenausner.com http://www.flickr.com/photos/forresto/3678230/sizes/o/
  2. 2. Supposedly no nation uses as much packaging material as Japan does. http://www.secretblogprofit.com/wp-content/uploads/2007/10/japan.jpg http://www.flickr.com/photos/andersondotcom/452253348/sizes/l/
  3. 3. Why is that? I. Cleanliness Hygiene is mandatory. Sealed products have not been touched by other people. Or at least create the illusion. 2. Politeness There is an aspect connected to traditional gift giving. It is considered impolite to just hand the customer the purchase without packaging and presentation. 3. Tsutsumi bunka The more sophisticated the packaging the better the inside. Or that‘s wha they told me. http://www.flickr.com/photos/andersondotcom/452253348/sizes/l/
  4. 4. There is no argueing against cleanliness and politeness as they are vital values of the Japanese. Instead focus on them.
  5. 5. This is what we call the store or the concept: kirei, pretty, beautiful; clean; pure; orderly. Clean is beautiful in Japan. Clean is a place that is clean, not like a thrift store where thousand hands grab some packaging before I buy it. Clean is like my tatami room at home.
  6. 6. We make clear at the entrance that is not the usual store. As in a private home our guests will take off their shoes and use the slippers provided. http://en.wikipedia.org/wiki/Image:Japanese_house_slippers.jpg
  7. 7. Our store reflects traditional Japan and Zen influence: less is more. Much wood, natural materials and no music. We focus on a reduced product range. We reduce packaging to a minimum. And prefer products who wrap responsibly.
  8. 8. Our clerks wear white gloves so that they do not directly touch the food of our guests. We use reusable and sealable paper boxes to collect the products they want to purchase. When guests bring their boxes we fill them again. Our guests can look and smell, but not pick the products themselves.We gladly assist.
  9. 9. As our guests leave we wrap their smaller purchases in the furoshiki, the traditional wrapping cloth. By handwrapping we show that we value them. We carry a large sortiment of durable furoshiki. From plain linen to traditional prints, anime prints, personalized prints to colorful harajuku designs. http://www.env.go.jp/en/focus/060403.html
  10. 10. We replace the subjectively felt service of packaging through real service by human beings. We believe this weighs more. This is just a shop concept, but it is the beginning. http://www.flickr.com/photos/vgm8383/2381791019/sizes/l/