Long Life Chilled

Package and brand design

Takram was responsible for the branding and package design of the Nichiro Corporation's "long life chilled" series.

Long Life Chilled

Maruha-Nichiro, a Japanese food company, which co-developed a new production method of controlling bacteria in chilled food. It allows the food to last for up to 45 days in the fridge without adding any preservatives, creating a new category of long-life chilled food, that falls between chilled and frozen food. Although MN test-launched the food product under the name CHEFLIER and sold 6 types of menus, MN had had no idea about their target segment and how they would market this product. Taking a human-centered approach, we first immersed ourselves in peoples dietary habits, followed by in-depth interview sessions. Takram visited various homes of different types of people to understand how they go shopping, store their food in the fridge, cook, dine, and clean up their dining area and kitchen.

Based on this research, Takram and MN decided to re-brand the product and completely change its product design, packaging, and logo. Takram and MN aimed to make the design align with thoughts, feeling, behavior, and interactions we observed during the research process. Moving from dark microwavable food packaging the new design is translucent to show the freshness of the food; the use-by date is now found on the end of the packaging as this is how the products are stored in a home refrigerator; and the form has end tabs which make the packet easier to handle when out of the microwave.


Project Lead:
Kinya Tagawa
Yasuhiro Sasaki
Art Direction & Design:
Kotaro Yamaguchi
Terushige Enatsu
Co-Art Direction:

Ken Okamoto (Ken Okamoto Design Office)


Mitsuru Sakurai


Onden Imaizumi BLDG
5-7-4 Jingumae
150-0001 Tokyo, JAPAN


First Floor
7 Bath Place
London EC2A 3DR, UK

New York

68 Jay Street, Suite 432, Brooklyn, NY 11201, USA


109, 18F, L'Avenue
No.99, Xianxia Road, Changning District
Shanghai, China