Hondashi consumers are concentrated on a generation that is getting older. The new generations has poor connection with it. So, we had to give something for the new generations to connect with Hondashi. As the product is mainly used on asian recipes, we entered the anime/manga world - a fruitful territory - knowing that its fanbase is highly emotional and where the food always has a special place.

We created a manga series with 4 episodes, to talk to younger audiences. The story talks a lot about ancient Japanese culture, where a young apprentice can never disregard his master's experience.

Project: Graphic Design
Role: Associate Creative Director/Copywriter
With: Cacá Passos (Creative Director/Art Director)
Illustrations: Heitor Amatsu
Agency: The Weber Shandwick Collective

Honors:

Published in Lürzers Archive Issue 4.2023

Shortlist The One Show Awards 2024 (Print)