Organic Rice Tas by Kazuo Fukushima and Haruka Takeuchi

Organic Rice Tas by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2022 A' Design Award yn Sulver in Ferpakkingsûntwerp Competition Category.

SulverFerpakking· 2022

Organic Rice Tas

by Kazuo Fukushima and Haruka Takeuchi

Client: China State Farms Agribusiness Corp

A' Design Award yn Sulver Winner in Ferpakking Category

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Verified Award Winner

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Colors

The Design

About Organic Rice Tas

Dit projekt is dat pakket de gefoelens fan de makkers dy't meitsje hearlike rys yn Wuchang. It ûntwerpidee is natuerlik gouden tapyt. It ûntwerp makke, dat is ferbûn mei it toaniel wêr't in grut rysfjild gouden sjocht. It pakket is in ôfsnien fan in gouden rys tapyt. Sa is de fakuümpakketfoarm in blok as kubus. Derneist is yllustraasje fan in ein om biologyske lânbou te bewizen. It ûntwerp dat gewoan de wearde fan biologyske lânbou yn Wuchang ferpakt.

The Recognition

About the A' Design Award yn Sulver

Organic Rice Tas is in winner fan de A' Design Award yn Sulver, in bûtengewoan prestisjeuze erkenning foar topûntwerpen dy't prachtich en yndrukwekkend binne. Sulverwinners binne tige briljante en ekstreem kreative wurken dy't de treflike ekspertize, it talint en de skerpsinnigens fan har ûntwerpers yllustrearje. Fan Organic Rice Tas wurdt ferwachte dat it in prachtich foarbyldwurk is, opmerklik profesjoneel en djip ynnovatyf. Dit winnende ûntwerp fan de A' Design Award yn Sulver is in tige opfallende, bewûndere útfining dy't foardiel bringt en de grinzen fan keunst, wittenskip, ûntwerp en technology ferleget. Organic Rice Tas is in skepping dêr't breed oerjûn wurdt, dy't winsken wekker makket, positive gefoelens bringt en ferwûnderjen en fernuvering opwekket.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Wuchang is the most famous rice producing area in Heilongjiang Province, China. Among them, this organic rice is most carefully grown by farmers. My design team observed this place and had a very special experience. The landscape of harvesting in the vast fields is all golden and very beautiful. In addition, The farmers raise ducks in the fields and the rice is free of pests. This is proof of pesticide free. This is a project to package Wuchang organic rice.
Dimensions & Packaging: The first layer: vacuum packed
Surface: matte.
Width 100mm x Depth 200mm x Height 50mm 500g
Tags: Organic, Rice, Package, China, Duck
Production Technology: The product has a two layer structure. The first layer is a clear vinyl bag that is vacuum packed to keep it fresh after factory. The second layer is a polyvinyl chloride bag, which has design elements and handles. The surface is matte. In addition, a transparent part is designed on the lower right corner so that the condition of the rice can be checked.
The rice is printed in gold to express a brilliant image.
Design Challenge: The creative idea is natural golden carpet. We verified the design, which is associated with the scene where a vast rice field looks golden. It is a trimmed design of a golden rice carpet. In addition, Added an illustration of a duck to prove organic farming. The design that simply expresses the value of organic farming.
Research: Analysis of boutique supermarkets where products are sold.
Competitive analysis for internet sales.
Analysis for targets in the market.
Package analysis for the Japanese rice market.
Inspiration: There is a rich land located in Heilongjiang Province, northern China. It is extremely cold in winter there, with the lowest temperature of minus 30 degrees. Harsh natural environment is ideal for raising high quality natural rice. The Wuchang rice is grown in this area with pleasant weather and quality water. The rice is protected with duck. During the season of harvest, rice fields look like golden carpets. This wonderful scene and environment is the inspiration of this design.
Project Duration: The project started in September 2019 and finished in September 2020 in Shanghai.
Operation Flow: First, analyze the market and understand the current situation
Second, target analysis to verify what kind of design consumers will like.
Third, brand analysis compare with competitors.
Fourth, develop creative ideas.
Fifth, original design.
Sixth, sample production, color check, etc.
Finally, check the finished product.
Patents: Copyrights belong to CHINA STATE FARMS AGRIBUSINESS (GROUP) CORP.,
Team Members: Creative Director: Kazuo Fukushima
Art Director: Haruka Takeuchi
Copy Writing: Zhou Ying
Project Management: Xu Xuehua
Image Credits: Image: Photographer zhu Jie