One Bento Box, One Railway Town: Product Design for Naoting Bento

Challenge

Jiji is known for its century-old branch railway line and is one of central Taiwan's most popular small-town destinations, but the souvenirs visitors could take home were mostly flat printed items like postcards or magnets. There was no everyday product that could also carry the railway's story, leaving the township office without a memorable keepsake option for promoting local tourism.

Goal

Howdy Creative set out to design a product that visitors would actually keep using rather than put in a drawer: translating the imagery of Jiji Station's platform, rail sleepers and the level crossing into a pattern printed on a practical bento box and tote bag, giving the township office a keepsake that represents the area and is worth giving as a gift.

Approach

1. Started from Jiji's railway visual elements, turning sleeper textures, level crossing gates and the fan-shaped turntable into a simplified pattern that forms the "Naoting Bento" logotype.
2. Chose a reusable white bento box as the product's base, paired with a canvas tote bag and elastic strap, so the product carries both everyday practicality and keepsake value.
3. Printed the pattern in a consistent gold and dark brown two-color scheme, keeping a unified identity across the bento box and tote bag despite the different materials.

Outcome

Naoting Bento became a tangible keepsake product for Jiji Township Office's tourism promotion. Visitors leave the small town carrying a bento box and tote bag printed with the local railway imagery, taking a piece of the trip home with them and giving the local place-branding effort a product that stays in use and keeps generating exposure over time.