KIRI Sweet Range
Kiri, Japan’s beloved cream cheese brand, set out to reinvent itself with the launch of its Sweet Cheese range—aimed at a younger audience but constrained by dated, brand-heavy packaging. The original design lacked flavour cues, struggled for visibility on crowded shelves, and failed to connect emotionally in a market driven by sensorial storytelling.
Client
BEL
Region
Japan
Scope
Packaging
The new strategy pivoted from brand-led to taste-led, creating a visual world inspired by Japan’s “Sophisticated Kidult” sensibility. Playful yet premium, the design combines glistening fruit imagery, rich textures, and pastel checkered patterns to amplify flavour and emotion. A refined logo and typography unlocked storytelling and shelf standout.
The result: a contemporary identity that breaks category norms, reignites desire among younger consumers, and repositions Kiri as a modern indulgence brand—proving how thoughtful design can drive relevance, elevate perception, and stay true to heritage.
