Organic Rice Putea by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2022 A' Design Award Hiriwa in Hoahoa Takai Competition Category.
HiriwaTakai· 2022
Organic Rice Putea
by Kazuo Fukushima and Haruka Takeuchi
Client: China State Farms Agribusiness Corp
A' Design Award Hiriwa Winner in Takai Category
- 30,557
- Verified Award Winner
- Verify Award Status for #114666
The Design
About Organic Rice Putea
Ko te kaupapa tenei e kohi ana i nga kare a nga kaihanga e mahi raihi reka ki Wuchang. Ko te whakaaro hoahoa he whariki koura maori. I hangaia te hoahoa, e hono ana ki te waahi e ahua koura ana te mara raihi nui. He whariki raihi koura te kete. Na ko te ahua o te kete korehau he paraka rite ki te mataono. I tua atu, ko te whakaahua o te parera he whakaatu i te ahuwhenua waro. Ko te hoahoa i kii noa i te uara o te ahuwhenua waro i Wuchang.
The Recognition
About the A' Design Award Hiriwa
Ko Organic Rice Putea te toa o te A' Design Award Hiriwa, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa taumata teitei rawa, ātaahua me te whakamīharo. Ko ngā toa Hiriwa he mahi tino kanapa, tino auaha e whakaatu ana i te mātanga, te pūmanawa me te mōhio hōhonu o ā rātou kaihoahoa. E tūmanakohia ana ko Organic Rice Putea he mahi whakamīharo, he tauira, he tino ngaio, he auaha hōhonu. Ko tēnei hoahoa i toa i te Hiriwa he hanganga rongonui, whakamīharotia e whai wāhi ana ki te whakawhānui i ngā rohe o te toi, te pūtaiao, te hoahoa me te hangarau. Ko Organic Rice Putea he mahi e hae ana te tini, e whakaara ana i ngā hiahia, e kawe mai ana i ngā kare-ā-roto pai, ā, e whakaoho ana i te mīharo.
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
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