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2025

Client
GOOD FOR LIFE

Creative Direction
Tsutomu Yoshizaki

GOOD FOR LIFE, which delivers products that are good for the body and soul under the concept of "From Kanazawa, the castle town where everyday life is rich," has revamped the concept and packaging of its popular Noto Salt and Spelt Thank You Balls. GOOD FOR LIFE's Thank You Balls are crispy, crumbly bite-sized snowball cookies made with plenty of Noto Salt and spelt, each one packed with gratitude. Thanks to your support, this long-selling product has been loved since its launch in 2017, and now it has received a new package and concept design. This latest revamp showcases the rich seasonal daily life in Kanazawa, using colors to represent each color's unique story. Expressing gratitude can be more diverse and free-flowing. With this in mind, the eight colors and flavors depict new ways to express gratitude. Statement below Walking through the castle town of Kanazawa, you'll encounter beautiful colors that will etch their mark on your memory. The orange sunset shining on the bridge over the Asano River. Gold leaf adorning the cityscape, crafts, and even sweets. The chocolate-colored brick warehouses evoke a sense of modern romance. Snow blanketing the world in pure white, and the yukitsuri (snow-hanging) poles bearing the brilliance of snow. The morning silence of Kenrokuen Garden, with its moss-covered green carpet spreading out before you. The beloved reddish-brown hojicha tea, an integral part of everyday life. The blazing purple sky reflected in the moat of Kanazawa Castle. The landscape woven by the crimson-colored latticework that lines the teahouse district. The city of Kanazawa, where we live, is filled with a rich array of scenery that colors our lives throughout the four seasons. The colors of Kanazawa are not just beautiful scenery; they are the very memories of our daily lives. That's why we've incorporated those beautiful colors into our favorite snack, the "Thank You Ball," and are bringing them to you all. We wanted to express the indescribable charm of the energy and cheerfulness that we sense from Kawaguchi-san, the representative of GOOD FOR LIFE, through our standard product, the "Thank You Ball," and through the scenery of Kanazawa. This attempt was also a way to give form to our respect for the local area where we live. By rediscovering the scenery that we might miss even if we live in Kanazawa, this project helped us to clearly define the contours of our respect. We would be very happy if the feeling of "thank you" and the "rich daily life of Kanazawa," along with this scene that we happened to capture, can be connected to the future.
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