Vegetable Box Pūolo by Kikumi Yoshida is a highly esteemed winner of the very prestigious 2025 A' Design Award Keleawe in Hoʻolālā ʻUhi Competition Category.

KeleaweʻUhi· 2025

Vegetable Box Pūolo

by Kikumi Yoshida

Client: Hagata Farm

A' Design Award Keleawe Winner in ʻUhi Category

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Verified Award Winner

Verify Award Status for #164661

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Colors

The Design

About Vegetable Box Pūolo

Hōʻike hou ka hoʻolālā i nā mea kanu ma ke ʻano he hana noʻeau mai ka lepo mai, e hoʻoheheʻe ana i nā naʻau ma ka nānā ʻana a me ka ʻala. ʻO ka hiʻohiʻona, i hoʻoulu ʻia e ka lā, ua like me ka ʻōkī huila o ka kāleka, e hōʻailona ana i ka pili ma waena o ka mea hāʻawi a me ka mea loaʻa. Hōʻike kēia hoʻolālā i nā mea kanu maʻamau ma ke ʻano hou a noʻeau. Ua hana ʻia nā lēpela mai nā mea e mālama ana i ka paʻa o ka pūolo, e ʻae ana i ka hoʻohana hou ma hope o ka hāʻawi makana. Hoʻonui kēia ala noʻonoʻo i ka waiwai i manaʻo ʻia o nā mea kanu, e hōʻano hou ana iā lākou ma ke ʻano he makana, a e hoʻohōhonu ana i ka ʻike no ka mea hāʻawi a me ka mea loaʻa pū.

The Recognition

About the A' Design Award Keleawe

Ua lanakila ka hoʻolālā Vegetable Box Pūolo i ka A' Design Award Keleawe, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kūʻokoʻa i ʻike ʻia ma o ka hana noʻeau, ka akamai a me ka makakoho. He mau hana mākaukau a hana noʻeau kupaianaha nā lanakila Keleawe e hōʻoia ana i ka ʻike nui, ka noʻonoʻo a me ka maʻalea o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Vegetable Box Pūolo he mea i mahalo nui ʻia, hoʻohiwahiwa ʻia a aloha ʻia, he ʻoihana a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Keleawe e hoʻohui ana i nā hana maikaʻi loa o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana, a maikaʻi no kona nānā ʻana i nā kikoʻī. Hoʻokō maikaʻi ka hoʻolālā Vegetable Box Pūolo i nā pono, hoʻopā i ka makemake, hoʻohiwahiwa i nā manaʻo a huki i ka makemake e ʻike.

Behind the Design

Press Kit

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

Unique Properties: Vegetables are envisioned as "art born from the soil," engaging our senses through their appearance and aroma. The design motif, reminiscent of the sun, symbolizes a cross-section of a carrot, fostering connections between giver and receiver. This initiative reintroduces familiar vegetables in a novel light. The labels are made from materials that do not harm the packaging, allowing use after gifting. This approach enhances the value of the vegetables, making them a more meaningful gift.
Dimensions & Packaging: 300 mm (w) x 235 mm (d) x 70 mm (h)
Tags: gift, package design, farmer, vegetable, foil stamping
Production Technology: This gift box is designed primarily to hold carrots and other root vegetables. Before creating the design, we carefully examined the carrots from various angles and chose a paper that highlights their vibrant colors. To enhance the visual appeal, we applied transparent foil stamping on the top surface, creating a symbol that resembles a sun, inspired by the cross-section of a carrot. The interior of the box features a deep gray color, accompanied by brand description text that articulates the brand concept. This thoughtful design not only showcases the beauty of the vegetables but also communicates the essence of the brand effectively.
Design Challenge: The value of carrots in the market is very low. The concept and difficult part of the project was to break that common sense and appeal to consumers by adding new value to the taste, beauty, and bounty of carrots and vegetables.
Research: The motif printed on the top of the box is a cross section of a carrot, which is a schematic representation of the sun. The cross section of the carrot shows multiple tissues beautifully aligned. It is the parts of the carrot that are usually overlooked that have universal beauty.
Inspiration: Through extensive meetings in the fields, we gained insight into the farm owner's passion for vegetable farming and the intricacies of his production. This experience revealed that vegetables are not merely visually appealing; they possess a charm that engages the senses. This realization has greatly enhanced the brand's identity and improved the product's appeal, positively influencing consumer perception and reinforcing its market presence.
Project Duration: The project began in 2022 in Niihama, Ehime, Japan, and won the Grand Prix at that year's Creators Club Ehime Awards, as well as the Packaging Category Award and the Prefectural Citizens' Judging Award.
Operation Flow: Carrot leaves will be used as part of the cushioning material in this package. This way, the unique texture of the vegetable can be felt. In addition, a special label that does not damage the material of the box allows it to be used as a durable and beautiful box that can be used even after gifting.
Image Credits: #1:Designer Kikumi Yoshida, Kuuche design,Photographer Keijiro Ando,vegetable box,2023.