KIKKOMAN Newspaper Advertisement キッコーマン新聞広告

This advert designed by Ryohei Kojima for Kikkoman uses harsh white background and minimalist design to create a sophisticated and yet visually interesting advertisement. the main figure in the center of the piece is the perfect combination of cartoonish and realistic, a staple element of  Ryohei Kojima's work which often made is so uniquely accessible sable to the public eye. There is a deliberate use of negative space in this piece and the vertical typeface on with side of the lobster make the piece  feel uniform.  There is a photograph in the bottom left corner of some of the kikkoman products that is deliberately placed as to not disturb the main content of the advert while still being seen by the consumer. the way in which the text on the bottom has also been turned sideways is another unique design element that takes a very structured and boxed out design and makes it a bit more interesting to the consumer's eye.