Bronze Packaging Design · 2025
Kinokomeshi Packaging
- A' Design Award 2025 Bronze Winner in Packaging Design
- Awarded April 15, 2025
- CLIENT: Taiai Co.
- Estimated Number of Design Views: 13,857
- Verification code A9F5F8E7C1 · Verify this award
About Kinokomeshi Packaging
This kamameshi set offers an outdoor dining experience, allowing you to enjoy mushroom flavors in nature. The packaging features an image of Ehime Prefecture's mountains, with gold foil stamping on the logo for a refined touch. The vibrant colors, inspired by outdoor gear, stand out in natural settings. The sturdy box can support the weight of the rice and dashi, ensuring durability during transportation. This design balances practicality with a deep connection to nature, making the set ideal for outdoor enthusiasts seeking convenience and quality craftsmanship.
Kinokomeshi Packaging by Kikumi Yoshida engages the sophisticated visual vocabulary of contemporary minimalist packaging design, where restraint, chromatic confidence, and typographic clarity converge to create immediate shelf presence and communicate premium quality within competitive culinary retail environments, this work positioning itself within the broader evolution of food packaging from purely functional containment toward vessels that serve simultaneously as brand ambassadors, cultural storytellers, and aesthetic objects worthy of sustained visual attention, the designer demonstrates notable compositional intelligence through the dynamic diagonal arrangement that transforms what might have been static rectangular forms into an energetic perspectival narrative suggesting movement, discovery, and transformation, particularly evident in the strategic decision to photograph one container in its opened state, thereby revealing the structural engineering that enables transition from closed protection during distribution and storage to opened presentation during service and consumption, this functional revelation adding conceptual depth by celebrating the object's utilitarian intelligence alongside its graphic sophistication, the chromatic strategy proves especially accomplished, deploying a single saturated warm hue that achieves multiple communicative objectives simultaneously: the burnt orange-red establishes immediate appetite appeal through associations with harvest abundance, autumnal celebration, and the vibrant spectrum of cooked foods, while the near-complete chromatic coverage creates unified brand recognition and premium shelf distinction, the color choice appearing calibrated to suggest both traditional craftsmanship and contemporary refinement, avoiding the aggressive saturation that might suggest mass-market commodity status while maintaining sufficient intensity to command attention within visually competitive retail contexts, typographic treatment demonstrates admirable restraint and hierarchy, with the bold sans-serif primary brand names achieving maximum legibility and contemporary authority while secondary informational elements recede appropriately, allowing rapid comprehension without visual chaos, the integration of mountain iconography and vertical script characters enriches the design by anchoring the product within specific geographic and cultural origins, suggesting authenticity, regional pride, and ingredient quality rooted in particular terroir without resorting to overly literal or nostalgic visual rhetoric, instead achieving a synthesis of place-based identity and cosmopolitan design sophistication that speaks simultaneously to local tradition and global contemporary taste, the structural engineering evidenced in the opened container suggests thoughtful consideration of user experience throughout the product lifecycle, from initial retail encounter through final consumption, with the clean interior surfaces and articulated hinge mechanism demonstrating that design consideration extends beyond surface graphics into three-dimensional material reality, the matte paperboard substrate choice reinforces premium positioning while potentially signaling environmental consciousness through its recyclable material character and absence of plastic lamination, the controlled studio photography itself constitutes a design achievement, with lighting, shadowing, and spatial arrangement collaborating to present the packaging not merely as commercial container but as design object meriting aesthetic contemplation, one might observe how this work invites consideration of packaging as a multidimensional design challenge encompassing graphic communication, structural engineering, material selection, cultural representation, functional performance, environmental responsibility, and experiential choreography from first visual encounter through disposal or potential retention as keepsake object, does this integration of diverse design considerations perhaps suggest an evolving understanding of packaging design as a comprehensive practice engaging multiple scales of human experience simultaneously?
Press Kit
- Unique Properties
- This kamameshi set is designed to allow you to enjoy the flavor of mushrooms in an outdoor setting. The background features the mountains of Ehime Prefecture, with the logo accentuated by gold foil stamping. The vivid colors, inspired by outdoor goods, are based on the concept of standing out in nature.
- Dimensions & Packaging
- 130 mm (W) x 35 mm (D) x 200 mm (H)
- Tags
- Kamameshi, Japanese food, package design, Japanese food
- Production Technology
- We held meetings with the client to understand his dedication to mushroom production which he has honed over years in the industry.The packaging needed to be strong enough to protect the product so we chose thicker paper for durability. To enhance its look we used foil stamping adding a touch of sophistication that complements the high quality paper.This careful design reflects both the products strength and the clients commitment to excellence in mushroom production.
- Design Challenge
- It was challenging to present a familiar and rustic-looking mushroom in a stylish new design.
- Project Duration
- The project began in 2023 in Niihama City, Ehime Prefecture, and in the same year won the Creators Club Ehime Award in the packaging category.
- Operation Flow
- This package is designed to be robust enough to withstand the weight of the rice, dashi stock, and other components included in the kamahan set during transportation. Its durability ensures that even when multiple boxes are stacked, they will not be crushed, maintaining the integrity of the contents. The packaging's strength is crucial for long-distance shipping, providing confidence that the product will arrive in excellent condition. This attention to structural integrity not only protects the items but also reflects the quality and care put into the entire set, ensuring a positive experience for the consumer.
- Research
- We redesigned an existing product to appeal to outdoor enthusiasts, influenced by the pandemics rise in people seeking healing and refreshment outdoors in Japan. By targeting this new customer base, we aimed to capture the growing market. Our stylish concept and design allowed us to expand sales channels effectively. This strategic approach aligns with current consumer trends and enhances the products appeal in a competitive market.
- Inspiration
- The package design aims to rejuvenate interest in mushrooms produced in Ehime for many years, specifically targeting a younger audience. Crafted to serve as an ideal gift, it is intended to leave a memorable impression. The choice of vermilion, a color that stands out in natural settings, ensures high visibility when displayed on sales floors, thereby enhancing brand recognition and appeal.
- Image Credits
- #1: Designer Kikumi Yoshida, Kuuche design,Photographer Keijiro Ando, KINOKOMESHI 2023.
Colors of Kinokomeshi Packaging
Get Kinokomeshi Packaging
Design Interview about 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.
The entire process, from concept to final production, took several months. We conducted repeated field visits and prototype reviews with the client to ensure the packaging would withstand logistics while also communicating the product’s unique appeal.
This was a commissioned project, but the concept was born from open-ended conversations with the client. The client’s passion for mushrooms and his desire to reach a younger demographic inspired the idea to break from traditional aesthetics.
The design is currently used and produced by the client company only. At this time, we do not plan to sell or lease the production rights to others, in order to preserve the local character and uniqueness of the brand.
We wanted to reframe a familiar local ingredient in a new light, creating something both functional and symbolic. The packaging not only protects the product but also tells a story, transforming an everyday food into a gift with meaning.
I was inspired by designers like Taka Hiroshi of Unagi no Nedoko and Naohiro Niiyama of TSUGI, both of whom create work deeply rooted in local culture. Their approach of designing with narrative and community in mind influenced how I shaped this project.
The primary target is outdoor enthusiasts and travelers who enjoy discovering unique regional foods. People who appreciate good design and care about the story behind what they eat are also part of the intended audience.
This design stands out by combining the strength of a protective food package with an outdoor-inspired aesthetic. The bright vermilion color and bold typography are aligned with the tastes of outdoor fans, making it not just functional but also emotionally resonant for a specific lifestyle.
The name “KINOKOMESHI” is a playful and stylish way to express the product’s main ingredient: mushrooms. During the design process, we proposed this name as a direct and catchy expression that reflects both the product’s simplicity and character.
We used Adobe Illustrator and Photoshop for layout and visual direction, and InDesign for print-ready materials. Hand-drawn sketches were also used in the early concept stage to explore ideas.
The most unique aspect is the fusion of a traditional local food with a bold, contemporary outdoor aesthetic. By adopting vibrant vermilion and foil stamping, the package breaks expectations of what a mushroom gift looks like, while still preserving its cultural roots.
I worked closely with the client, who has deep expertise in mushroom cultivation. For technical aspects such as foil stamping and paper selection, I received great support from a local printing company. Additionally, the photography was done by a local photographer who helped capture the essence of the product beautifully.
Technology plays a subtle but crucial role, particularly in the durability and finish of the packaging. The precision of foil stamping and the structural strength of the box were achieved through advanced printing and packaging technology.
Rather than relying on numerical data, I conducted contextual research by visiting the production site and learning directly from the grower. This hands-on research helped shape the concept around the product’s story and the client’s values.
One challenge was striking a balance between visual boldness and brand integrity. We also had to ensure that the design did not feel out of place in traditional markets while appealing to a younger, outdoor-oriented audience.
Submitting this design was one way to help share the client’s careful craftsmanship with a wider audience. I wanted people outside our region to recognize the value and story behind the product.
I learned the importance of trusting both intuition and collaboration. By listening carefully to the client’s story, I was able to reinterpret their message in a visual form. It strengthened my ability to design beyond aesthetics—toward empathy and storytelling.
This design is not just a package—it’s a story about the people, land, and values behind the product. I hope viewers can feel the care that went into every decision, and that it sparks curiosity about where their food comes from.
Grand Interview about Kinokomeshi Packaging
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.
In this project, the goal was not to treat the packaging itself as an outdoor "tool," but rather to position it as an element that enriches the overall outdoor dining experience. By introducing vivid colors and tactile materials, the packaging adds a sense of specialness and enhances the enjoyment of sharing a meal outdoors. This approach transforms the product into a memorable gift and a highlight of special moments, rather than merely a container.
To support the weight of rice and dashi, I carefully selected sturdy paper and structural design solutions while ensuring the packaging retained a light and elegant appearance. By balancing technical strength with thoughtful color and form, the final design conveys a sense of specialness even in outdoor settings.
While respecting the delicacy and aesthetic sense of traditional Japanese cuisine, I aimed to blend it with the casual and joyful aspects of modern outdoor culture. The core insight was to propose a new experience that connects people with nature in an engaging and memorable way.
Through this award, I believe the value of designs that highlight regional identity and material characteristics will gain wider recognition. It could inspire greater interest in packaging that is not disposable but designed for longer use and appreciation.
Taiai Co.'s deep expertise in mushrooms provided valuable insights for choosing expressions and materials that highlight the product’s appeal. Their knowledge influenced decisions on color tones and language to accurately convey the essence of the ingredients.
We discovered that outdoor enthusiasts value not only the functional aspect of packaging but also the joy of "carrying" and "showing" it. The packaging was treated almost like an accessory or gear, creating unexpected new value beyond its original role as a container.
It is essential to first identify the "core" of the tradition or regional identity. Then, consider how to seamlessly blend this essence with contemporary sensibilities and lifestyles. I believe that honest and understated expression, rather than excessive embellishment, resonates more deeply with audiences.