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IDEA NO HATENA (How and why of ideas)
Why is Shokutakuen easy to hold?
2025.03.14
Here is the solution to a mystery behind a design familiar to us. This time, we will explore the design of Shokutakuen (table salt) 100 g, well-known for its bright red screw-top. We heard about the story of the bottle design, which has kept a user-friendly shape since its debut in 1952.
Since decades ago, Shokutakuen (table salt) 100 g has been accompanying our tables and kitchens. Featuring a characteristic red cap, the size and shape nicely fitting in a hand, this iconic bottle design first came into the world in 1952. But its history dates back even further than that.
During the pre-war Taisho period, when Western-style food culture began to spread among Japanese households, Shokutakuen was introduced as handy everyday table salt. At that time, it was rare with a smooth texture made from imported sun-dried salt instead of salt from Japanese salt fields.
After the war, the production was resumed, and glass-bottled Shokutakuen 100 g was released in 1952. Then, after the design renewal in 1969, the bottle design was completed and passed down to the present.
The renewal of the bottle design was carried out under the concept of “Making everyday meals enjoyable” in order to closely match the lifestyle of consumers. Started in the Taisho Period, Shokutakuen has kept its reliable, beloved design as an unchanged company at mealtimes while it has evolved with the changing times. We asked the Salt Industry Center of Japan how the design was formed.
How did Shokutakuen 100 g get that shape?
The bottle of Shokutakuen 100 g has been a cone shape since its release in 1952 so that it can placed in the table and kitchen safely and to prevent slipping out of the hand when it is held upside down.
At the 1969 design renewal, the body glass was thickened and the top part was rounded so that it fits in the hand for a better grip. This helped salt come out smoothly without sticking at the top part of the bottle.
In other words, the bottle design is the fruit of the thorough pursuit of user safety and convenience.
What is the secret to design longevity?
The design of Shokutakuen 100 g was accomplished by thoroughly improving user safety, visibility, and convenience. We believe that the stable shape and simple design derived from our efforts has been accepted by consumers.
The bottle design has been renewed once since its launch in 1952. Perhaps, red-capped Shokutakuen has been loved by many users for such a long time because of its simple design that pursues practicality.
Knowing the story behind the design will make everyday items feel more special. IDEA NO HATENA explores the secrets of designs widely known and loved for a long time.
Courtesy / Source: The Salt Industry Center of Japan https://www.shiojigyo.com/ Shokutakuen Series: History of Brand https://www.shiojigyo.com/product/upload/brandhistory_tablesalt.pdf
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Editorial team of the web media “.g Good Design journal.” It is planned and managed jointly by the secretariat office of the GOOD DESIGN AWARD and external members in order to explore new possibilities in design.
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