There was a great deal of art directorial industry craft in both the designing of the packaging of the classic novel with the Wagashi (Japanese confections). But, in addition, even more ‘industry craft’ used and expressed within the design and creation of the bespoke Wagashi.

Wagashi is the traditional art of Japanese confectionary. Going back centuries, it reflects the essence and beauty of the natural world. But in recent years, today’s confections have lost their cultural connection, and their true beauty. Many have felt that to save traditional Wagashi, some added experiences may be appropriate, and even necessary in Japan.

Wagashi (Japanese confections) has been enjoyed in Japan for over 400 years. The uniqueness of wagashi is that people savor the seasons and scenes expressed by craftsmen in them by eating. However, most wagashi sold in stores today are far from their original culture. Young people, in particular, have lost interest in wagashi, and the culture of relishing the expressions of wagashi, which can be called an art of eating, is disappearing.

The brief was to find a way to gain a new interest in Wagashi for those that seek new experiences, those who relate to Japanese tradition, but needing a fresh approach.

The art direction and, with it, storytelling is at the very core of the bespoke Wagashi. At various points in the book’s narrative, the type in the book was highlighted to let readers know when and what piece of Wagashi was crafted to accompany a passage. Each piece of Wagashi was painstakingly crafted to be both relevant to the reading, but also exquisite in its design and detail.