Sumikko Gurashi
Toy Packaging
This project is a packaging redesign for plushy toys from Sumikko Gurashi. The design works to improve the collectability and reusability of toy packaging while preserving the overall aesthetic and narrative of the product line.
Sumikko Gurashi (すみっコぐらし) is a set of fictional characters produced by the Japanese company San-X. The name roughly translates to “life in the corner”. The characters are all social outcasts in one way or another. They feel most safe in corners of the space.
Tokage
This project focuses on the character Tokage (とかげ ) which is an aquatic dinosaur who poses as a lizard to avoid being captured. It was separated from its mother, but they later reunited. It was the fifth Sumikko to arrive at the corner.
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Place Of Sale
Sumikko toys are popular among both Asian and western countries. Sold mostly in San-X retail stores and online.
This packaging design gears towards physical retail stores where people are able to interact with the environment the toy is displayed.
User Group
For this design, I am specifically targeting people who are 15-25 years old. They like collecting soft and plushy toys that can provide them a sense of comfort and security. But more importantly they appreciate the values these characters represent, very much like the Sumikko toys embody the forgotten and insecure part of the society. Therefore, they take good care of these toys and place them in ways that could enforce that narrative.
Graphical Element Styles
Packaging Template
Interior Pattern Design
Exterior Pattern Design
Top Pattern Design
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