I had to share this brilliant Newspaper to New Paper project from Dentsu, Tokyo. The project was a recipient of a prestigious D&AD Yellow Pencil. What follows is a creative brief from Dentsu that explains the social, environmental and design aspects of the project.

Brief
Design a package for a street vendor that sells farm-grown vegetables and fruits. The brief required somethig original, easy to use and low cost.

Solution
We focused on old newspaper used to wrap vegetables with. Newspaper was used for good reasons – for its moisture retention quality which helps keep vegetables fresh longer and for its reuse value. Under the Newspaper for New Paper project we utilised what was already there – the newspapers – and added an element of design that would be playful and make people smile… both those selling the vegetables and those buying them. By re-using old papers that would be thrown away, the project was friendly to the environment as well as to the budget. By simply adding colourful dots or stripes to the old paper we came up with a totally new package design.