Tradition and innovation

Daifuku, founded in 1986 in Shimonoseki, Japan, specializes in processing and selling blowfish, particularly fugu, renowned for its delicate preparation and culinary prestige. Seeking to expand into the Japanese market, Daifuku aimed to launch a new digital marketplace. Collaborating with Kazumitsu Yoshida, a creative director based in the Netherlands from Neuromagic specializing in bridging Japanese and Western markets, we embarked on a project-based collaboration to achieve this goal.

Navigating cultural and UX Challenges

The challenge encompassed understanding the nuances of the Japanese e-commerce landscape while blending traditional Japanese aesthetics with a user-friendly Western-style experience. Working closely with Kazumitsu Yoshida from Neuromagic, our goal was to create an online platform that resonated culturally yet appealed broadly.

Research and discovery

Collaborating closely with Kazumitsu Yoshida, our focus was on comprehending the target audience, Japanese online shopping habits, and the unique qualities of Daifuku’s blowfish products. Research delved into the visual traditions of Japanese seafood markets and culinary arts, ensuring our design strategy resonated authentically while appealing broadly.

Inspired by the intricate presentation of fugu, resembling a flower with thinly sliced petals, our conceptual phase aimed to capture this visual elegance. We developed an illustrative identity featuring organic motifs and hand-drawn details, honoring marine life and the craftsmanship behind Daifuku’s offerings.

Blending tradition with modern UX

The outcome was an illustrative visual identity that celebrated fugu’s aesthetics while ensuring a seamless user experience. The e-commerce platform seamlessly blended Japanese tradition with a Western touch, designed to resonate with the target market and showcase Daifuku’s expertise.

Collaboration with Daifuku and Kazumitsu Yoshida culminated in a visually captivating and culturally resonant e-commerce platform. Successfully integrating Japanese aesthetics with a Western-style user experience, the platform positioned Daifuku competitively in the Japanese market, emphasizing culinary artistry and customer satisfaction.