Kinokomeshi Packaging

The core idea behind this design was to reinterpret locally produced mushrooms in a bold and youthful way, tailored for a modern audience. Mushrooms are often seen as rustic or traditional, so our goal was to break that stereotype and frame them as something vibrant and exciting. The bright vermilion color was inspired by outdoor goods and chosen to stand out in natural surroundings, appealing to consumers seeking refreshment and healing through nature. The packaging aims to turn a humble local delicacy into a striking gift that remains memorable, both in visual impact and emotional resonance.

Our focus was on combining strong visual appeal with functional durability. Since the product includes rice, dashi stock, and other components that make it heavier than usual, the packaging needed to be robust enough for transportation while maintaining its structure and elegance. We also paid attention to how the product would be displayed in stores or presented as a gift. By achieving high visibility and stylish simplicity, we hoped to introduce mushroom-based food to a wider audience, especially those who may not have previously considered it a premium gift item.

We hope to collaborate with local tourism and gift-oriented promotions to establish this product as a signature souvenir from Ehime Prefecture. The goal is to expand its reach as a locally rooted yet modern offering for both domestic and international audiences.

In this packaging, we used the motif of Ehime's mountains depicted with gold foil to express both the natural beauty of the region and a sense of exclusivity. The mountain silhouette symbolizes the coexistence of people and nature, while the shine of the gold foil emphasizes a premium feel suitable for gifts. By combining these elements, we aimed to share the local story while providing a unique and luxurious experience.

We chose this vivid vermillion color because it stands out strongly even in natural environments. It not only enhances visibility during outdoor activities but also functions as an accent to evoke a sense of "fun" and "freshness" among younger generations. By adding a pop and active feel to what is usually seen as a calm, traditional mushroom product, we aimed to present a new and exciting appeal.

During the pandemic, there was a notable increase in outdoor activities, which emphasized the importance of portability and toughness. To address this, we selected thick paper materials and adopted a durable structure to withstand transportation and outdoor use. This ensures that users can enjoy the product with peace of mind even in outdoor settings.