Funai is an old brand established in 1855.

The brand has suffered from lowsales due to increasing number of competitors.

The purpose of the package design was to improve sales of the product by increasing the awareness through the design that creates buzz among targeted Shiga residents and tourists.About the product: Funa-sushi is a premium, fermented sushi known for its strong smell and unique taste like blue cheese.

The copy says "Beautifully and deliciously fermented for this year, too".The namecard is a fold type that introduces Japanese history related to Funa-sushi.

The package design was introduced in magazines and Japanese Package Annual.

It also went into shortlists at global advertising awards and became a buzz on the internet and by word of mouth.

As a result, the product sales increased by 40% compared to the previous year.