Introduction

Hokkai sells premium Japanese food products, letting people cook authentic Japanese recipes at home. Their fish stays exceptionally fresh thanks to blast freezing a technology used the moment it's caught and they wanted their audience to actually understand why that makes a difference.

Role: I worked on this project as a graphic and motion designer

Problem

In the Netherlands (and pretty much everywhere) frozen food has a bad reputation. But blast freezing is a different technology. It works by freezing food fast enough that only small ice crystals form, avoiding the cell damage that normally wrecks texture and flavor. Hokkai needed that distinction put into words and visuals that normal people could actually understand.

Goal

Build a carousel that walks the audience through blast freezing quickly: how it works, why it works, and why it's the better choice.

Process

I started by researching the technology itself. The fish is frozen to -40°C in under 30 minutes — sometimes right on board the ship. That speed matters: it locks in freshness before water molecules inside the fish have time to expand into the large ice crystals that normally break down texture and flavor. That's also why the fish holds up for months in the freezer. Its cell structure stays intact, so the bite and taste stay intact with it.

I built the carousel around one core illustration that carries the technical explanation, then let each following slide unpack a specific benefit. Using Hokkai's brand guideline I designed a 6 slide carousel that explains the full story.