Organic Rice Kitapo by Kazuo Fukushima and Haruka Takeuchi

Organic Rice Kitapo by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2022 A' Design Award Volafotsy in Famolavolana Fonosana Competition Category.

VolafotsyFonosana· 2022

Organic Rice Kitapo

by Kazuo Fukushima and Haruka Takeuchi

Client: China State Farms Agribusiness Corp

A' Design Award Volafotsy Winner in Fonosana Category

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Verified Award Winner
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Colors

The Design

About Organic Rice Kitapo

Ity tetikasa ity dia mameno ny fihetseham-pon'ireo mpanamboatra izay manamboatra vary matsiro ao Wuchang. Ny hevitra famolavolana dia karipetra volamena voajanahary. Namorona ny famolavolana, izay mifandray amin'ny sehatra izay misy tanimbary midadasika toa volamena. Ny Package dia voatetika amin'ny karipetra vary volamena. Noho izany ny endriky ny fonosana banga dia sakana toy ny cube. Fanampin'izany, ny fanoharana momba ny gana dia ny hanaporofoana ny fambolena organika. Ny endrika izay nameno fotsiny ny lanjan'ny fambolena organika ao Wuchang.

The Recognition

About the A' Design Award Volafotsy

Nandresy ny A' Design Award Volafotsy ny famolavolana Organic Rice Kitapo, fankasitrahana malaza be omena ny famolavolana ambaratonga ambony, tsara tarehy ary mahavariana. Ny mpandresy Volafotsy dia asa mamirapiratra dia mamirapiratra ary mamorona dia mamorona izay maneho ny fahaizana, ny talenta ary ny fahamaotinan-tsain'ny mpamolavola azy. Andrasana ho asa mahagaga, ohatra tsara, mahay amin'ny asa ary vaovao amin'ny halalin-tsaina ny famolavolana Organic Rice Kitapo. Ity famolavolana nandresy ny A' Design Award Volafotsy ity dia fikarohana miavaka be ary ankafizina izay mahasoa ary mampandroso ny sisintanin'ny zavakanto, ny siansa, ny famolavolana ary ny teknolojia. Ny famolavolana Organic Rice Kitapo dia famoronana mahazo fitaka be izay mamaly ny faniriana, mitondra fihetseham-po tsara ary mamelona fahagagana sy fahatalanjonana.

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