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2017.12.01

ITO YOKADO _ PACKAGE GUIDELINES

28

PB商品パッケージのガイドライン策定



イトーヨーカ堂様のプライベートブランドのパッケージのガイドラインを策定しました。

以前は、アイテムごとにデザインをしていましたので、単品だけを見るとまとまっていますが、いざ売り場に並ぶと、全てがバラバラなため、売り場全体が煩雑に見えます。これは、お客様にとっても、情報を把握しにくく、改善が必要でした。

まずは、パッケージの仕様を14種類に分類。ここから、すべてのパッケージの情報を確認し、商品名、訴求ポイントなど統一できるところを詰めていきます。すべてのラインアップを俯瞰してみたとき、その最大公約となるラインを決める作業、すなわち「全体最適」を行います。

「イトーヨーカ堂の商品は、安心して購入できるね!」をゴールに据えるならば、プライベート商品の統一は必須です。ただし、運営しながら見えてくる問題点もありますので、ガイドラインは、時々に応じてブラッシュアップしていくことも必要です。

WORKS

"aete" is a word that expresses a strong intention.All choices are based on reasons, and this reality is especially evident in design.However, there are some barriers that can't be overcome with this fact alone.So we must dare to aete.If you choose to "aete", you can jump forward over the barriers you currently face.aete is power.aete is progress.aete is courage.Design requires strong intentions."aete," that is our origin.

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