New “KURE Wrap” 
Kureha Corporation

Category: Packaging Product Date: 2009

Kureha Corporation had had its fiftieth anniversary in 2010 since the company started to market home-use food wrap. In 2009, the company changed the design of "New KURE Wrap" lines twenty years after they were marketed.

The project was to try refreshing overall package design by reviewing and renovating each element while keeping its brand image being built for the last twenty years. We aimed at creating the image conveying a more natural expression, atmosphere and good sizzled feeling by major visual elements like a newly photographed image of fruits.