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Saikebon
In 2020, I art directed an integrated campaign designed for smart workers, Gen Z, and anyone with a laid-back approach to food and, more generally, everyday life.
team:
Karen - Graphic designer
Monica Procida - Copywriter
The unconventional, contemporary, fun, and pop concept revolved around the slogan "Less hassle, more unwrapping," delivered in an informal and playful tone. The campaign showcased quick and tasty solutions for stress-free meals, positioning Saikebon noodles as a practical and immediate solution.
All amplified by the hashtag #TakeEatEasy, which has become a manifesto for a light-hearted and spontaneous lifestyle.
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