ICHIBIKO to Progressively Renew Packaging Designs for Popular Products: Towards a New Design that Conveys the ICHIBIKO Worldview and Approachability
Strawberry sweets specialty store ICHIBIKO is progressively renewing the packaging designs for some of its popular products. The new designs aim to convey the brand's unique worldview and approachability, incorporating elements from its strawberry farm roots. Pre-sales will begin on May 1st (Friday) at the online store and May 22nd (Friday) at the NEWoMan Shinjuku store.
📋 Article Processing Timeline
- 📰 Published: May 1, 2026 at 20:00
- 🔍 Collected: May 1, 2026 at 11:31
- 🤖 AI Analyzed: May 1, 2026 at 21:35 (10h 3m after Collected)
Strawberry sweets specialty store "ICHIBIKO" (operated by Iine Co., Ltd., Headquarters: Shibuya-ku, Tokyo, Representative: Akimichi Takemoto) will progressively renew the packaging designs for some of its popular products. Pre-sales will begin on May 1st (Friday) at the online store (EC) and on May 22nd (Friday) at the NEWoMan Shinjuku store.
The designs have been refreshed to maintain the brand's characteristic approachability while more intuitively conveying the products' appeal and deliciousness. Furthermore, the designs incorporate strawberry cultivation in Miyagi/Sendai, ICHIBIKO's roots, as an important element, featuring "baskets" reminiscent of strawberry picking and motifs of strawberries themselves.
[Renewal Concept]
① More clearly convey the deliciousness and appeal of the products
Designs have been refreshed to instantly convey the characteristics and deliciousness of each product, such as baked goods and strawberry milk.
② ICHIBIKO's unique worldview and approachability
To deliver not only the appeal of the products themselves but also the brand's atmosphere, illustrations capable of soft expression have been adopted. Through the abstractness and warmth not found in photographs, the designs are finished to more richly convey ICHIBIKO's characteristic approachability and worldview.
③ Expressing the strawberry farm roots
Valuing strawberry cultivation in Yamamoto-cho, Miyagi Prefecture (GRA), which is ICHIBIKO's origin, baskets reminiscent of strawberry picking and strawberry motifs have been incorporated. The packaging allows customers to feel the brand's background and story.
[Target Products for Renewal]
■ Chocolate Sandwich Cookies (Strawberry Mascarpone)
"Chocolate Sandwich Cookies (Mascarpone)", the No. 1 popular product in the baked goods category. The new packaging will be refreshed to better convey the appeal of this popular product.
Price: 6 pieces for 1,680 yen (tax included) / 12 pieces for 3,240 yen (tax included)
■ Jam Sandwich Cookies & Milk Jam Sandwich Cookies
Popular products where you can fully enjoy Migaki-Ichigo jam. In this renewal, the taste and texture have been updated by improving the dough. Furthermore, by applying a white chocolate coating between the cookie and the jam, moisture transfer is prevented, allowing you to enjoy a pleasant texture and satisfaction until the last bite.
Price: 1,680 yen (tax included)
■ Strawberry Milk Base
"Strawberry Milk Base", the No. 1 popular product. The new label will feature an illustration inspired by strawberry milk, transforming into a design that conveys deliciousness and approachability.
Price: 1,360 yen (tax included)
■ ICHIBIKO Shopper Bag
Renewed with a design inspired by a strawberry picking basket. The inside features a playful specification with strawberries spreading abundantly.
Price: 46 yen (tax included)
[Sales Start Period]
• Stores: Pre-sales start from May 22nd (Friday) at NEWoMan Shinjuku store.
• Online Store (EC): Sales start from May 1st (Friday).
• Pop-up Store: Sales at a limited-time store in Gransta Tokyo, Gin-no-Su Area, from May 25th (Monday) to June 7th (Sunday).
The package illustrations for this renewal were created by illustrator Mariko Fukuoka. She delicately expressed the texture of the ingredients, such as the aroma of baked goods and the freshness of strawberries.
Mariko Fukuoka
Resides in Kyoto City. Graduated from Kyoto University of the Arts, Department of Spatial Design. After working as a graphic designer, she became a freelance illustrator. She works on a wide range of projects including advertisements, magazines, web, packaging, and paper items. She specializes in warm expressions on themes of food and lifestyle, utilizing soft lines and colors that leverage the texture of hand-drawn art.
SNS / Web
Website: https://fukuokamariko.com/
Instagram: https://www.instagram.com/marikofukuoka_illust/
About ICHIBIKO
Strawberry sweets specialty store ICHIBIKO opened its first cafe in Taishido, Setagaya-ku, Tokyo in 2017, as "a store for strawberry lovers, by strawberry lovers." Its roots lie in the Migaki-Ichigo Farm, a strawberry farm in Yamamoto-cho, Miyagi Prefecture. It all began with strawberry cultivation. Yamamoto-cho, Miyagi Prefecture, was an area severely damaged by the Great East Japan Earthquake in 2011. As part of the region's recovery, strawberry cultivation began in 2012. By introducing IT technology, they succeeded in stably cultivating delicious strawberries throughout the season. Furthermore, they established a system to harvest ripe strawberries, select them, and deliver them to customers nationwide, branding them as "Migaki-Ichigo, the edible jewel." From 2025, they will leverage the appeal of the fruit "strawberry" to...
The designs have been refreshed to maintain the brand's characteristic approachability while more intuitively conveying the products' appeal and deliciousness. Furthermore, the designs incorporate strawberry cultivation in Miyagi/Sendai, ICHIBIKO's roots, as an important element, featuring "baskets" reminiscent of strawberry picking and motifs of strawberries themselves.
[Renewal Concept]
① More clearly convey the deliciousness and appeal of the products
Designs have been refreshed to instantly convey the characteristics and deliciousness of each product, such as baked goods and strawberry milk.
② ICHIBIKO's unique worldview and approachability
To deliver not only the appeal of the products themselves but also the brand's atmosphere, illustrations capable of soft expression have been adopted. Through the abstractness and warmth not found in photographs, the designs are finished to more richly convey ICHIBIKO's characteristic approachability and worldview.
③ Expressing the strawberry farm roots
Valuing strawberry cultivation in Yamamoto-cho, Miyagi Prefecture (GRA), which is ICHIBIKO's origin, baskets reminiscent of strawberry picking and strawberry motifs have been incorporated. The packaging allows customers to feel the brand's background and story.
[Target Products for Renewal]
■ Chocolate Sandwich Cookies (Strawberry Mascarpone)
"Chocolate Sandwich Cookies (Mascarpone)", the No. 1 popular product in the baked goods category. The new packaging will be refreshed to better convey the appeal of this popular product.
Price: 6 pieces for 1,680 yen (tax included) / 12 pieces for 3,240 yen (tax included)
■ Jam Sandwich Cookies & Milk Jam Sandwich Cookies
Popular products where you can fully enjoy Migaki-Ichigo jam. In this renewal, the taste and texture have been updated by improving the dough. Furthermore, by applying a white chocolate coating between the cookie and the jam, moisture transfer is prevented, allowing you to enjoy a pleasant texture and satisfaction until the last bite.
Price: 1,680 yen (tax included)
■ Strawberry Milk Base
"Strawberry Milk Base", the No. 1 popular product. The new label will feature an illustration inspired by strawberry milk, transforming into a design that conveys deliciousness and approachability.
Price: 1,360 yen (tax included)
■ ICHIBIKO Shopper Bag
Renewed with a design inspired by a strawberry picking basket. The inside features a playful specification with strawberries spreading abundantly.
Price: 46 yen (tax included)
[Sales Start Period]
• Stores: Pre-sales start from May 22nd (Friday) at NEWoMan Shinjuku store.
• Online Store (EC): Sales start from May 1st (Friday).
• Pop-up Store: Sales at a limited-time store in Gransta Tokyo, Gin-no-Su Area, from May 25th (Monday) to June 7th (Sunday).
The package illustrations for this renewal were created by illustrator Mariko Fukuoka. She delicately expressed the texture of the ingredients, such as the aroma of baked goods and the freshness of strawberries.
Mariko Fukuoka
Resides in Kyoto City. Graduated from Kyoto University of the Arts, Department of Spatial Design. After working as a graphic designer, she became a freelance illustrator. She works on a wide range of projects including advertisements, magazines, web, packaging, and paper items. She specializes in warm expressions on themes of food and lifestyle, utilizing soft lines and colors that leverage the texture of hand-drawn art.
SNS / Web
Website: https://fukuokamariko.com/
Instagram: https://www.instagram.com/marikofukuoka_illust/
About ICHIBIKO
Strawberry sweets specialty store ICHIBIKO opened its first cafe in Taishido, Setagaya-ku, Tokyo in 2017, as "a store for strawberry lovers, by strawberry lovers." Its roots lie in the Migaki-Ichigo Farm, a strawberry farm in Yamamoto-cho, Miyagi Prefecture. It all began with strawberry cultivation. Yamamoto-cho, Miyagi Prefecture, was an area severely damaged by the Great East Japan Earthquake in 2011. As part of the region's recovery, strawberry cultivation began in 2012. By introducing IT technology, they succeeded in stably cultivating delicious strawberries throughout the season. Furthermore, they established a system to harvest ripe strawberries, select them, and deliver them to customers nationwide, branding them as "Migaki-Ichigo, the edible jewel." From 2025, they will leverage the appeal of the fruit "strawberry" to...