From the Forest of Rusk Ruwana Kaq: Mikhuna Mikhuypaq Pakay by Shoichiro Takei and Eriko Kunikata

From the Forest of Rusk Ruwana Kaq: Mikhuna Mikhuypaq Pakay by Shoichiro Takei and Eriko Kunikata is a highly esteemed winner of the very prestigious 2022 A' Design Award Qullqi Premiu in Pilluchina Kamay Competition Category.

QullqiPilluchina· 2022

From the Forest of Rusk Ruwana Kaq: Mikhuna Mikhuypaq Pakay

by Shoichiro Takei and Eriko Kunikata

Client: Yamazaki Baking Co., Ltd.

A' Design Award Qullqi Premiu Winner in Pilluchina Category

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Colors

The Design

About From the Forest of Rusk Ruwana Kaq: Mikhuna Mikhuypaq Pakay

Sacha Ruskumanta nisqaqa Japón suyupi hatun rantina wasikunapi hatun qhatukunapipas rantikuq ruskus mikhunapaq huk pakay ruwaymi. Kay ruwayqa huk siq'i qillqasqa maytu pachamanta hamun, hinaspa Rusku Sachapi kawsaq uywakunatam rikuchin. Sapa uywa tukuypas kikin ruskumantapunim ruwakusqa, mana computadorapi siq'iwan ruwasqachu, aswanpas cheqaq mikhuna hinam fotografiasqa karqan. Ñawikunaq, sinqaq, siminpaqpas hatun kayninmi milímetrospi allichasqa karqan sapa tukuy sumaq rikch'akunanpaq. Kay pakayqa 140 milímetros kururayninpi, 210 milímetros hawkayninpi, 40 milímetros rakhuyninpi kachkan. Musuq malliykuna churakuptinqa musuq uywakunatam yapayta atikun.

The Recognition

About the A' Design Award Qullqi Premiu

From the Forest of Rusk Ruwana Kaq: Mikhuna Mikhuypaq Pakay A' Design Award Qullqi Premiu mishak kan, ancha jatun yupaychay, kayta hanak, sumak shinallatak mancharina diseñukunaman kun. Qullqi mishak kashkakunaka ancha achikyaska shinallatak ancha mushuk ruraykunami, paykunata rurakkunapak yachayta, yuyayta shinallatak ushayta rikuchinku. From the Forest of Rusk Ruwana Kaq: Mikhuna Mikhuypaq Pakay ruray yachak, ñawpak shinallatak mushuk yuyayta charik sumak rurashka kanata munanku. Kay Qullqi Premiu japishka diseñuka ancha riksishka shinallatak yupaychashka yuyay kan, arti, siensia, diseñu shinallatak tekinolojía ñawpak ñankunata kichuk. From the Forest of Rusk Ruwana Kaq: Mikhuna Mikhuypaq Pakay achka runakunapak munashka rurashka kan, munayta kallarichin, alli yuyaykunata kun shinallatak mancharichin.

Behind the Design

Press Kit

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

Unique Properties: This affordable product features simple designs of cute animals made from traditional rusk itself, which are aimed at having maximum impact at the place of purchase and creating a sense of familiarity that makes it easy for consumers to pick up. It is manufactured by the long-established bakery located in a town, which is a regional place with abundant nature. The product’s soft image that originated in lush natural surroundings is reflected in its name and animal motifs.
Dimensions & Packaging: W140×H210×D40
In Japan, there has been a trend to rearrange rusk dough, but this product is an orthodox rusk made from standard french bread. However, since the ingredients and techniques for baking and applying flavors are among the best in Japan, the team created the packaging design to have a strong impact in order to express the quality and simple deliciousness of the product and to make it easy for people to pick it up.
Tags: #KATALSEVEN, #packagedesign, #brandingdesign, #logodesign,
Production Technology: It doesn’t matter how wonderful a product is or how much potential an initiative has; if a company cannot effectively promote its products or ideas, it won’t be able to thoroughly communicate its value to the world. The clients of the team consult them with various concerns, such as sales of their clients' existing products or developing a new business. The team approach is extremely simple and effective. They focus on the spirit of a company and its initiatives, and the essence of its products. They also consider the motives of the company’s management and its vision for the future, and incorporate all of these factors into designing a one-and-only brand. They spend the most time and effort on going beyond the surface decorative elements to perceive the true essence of a company and its products. Then they highlight and emphasize the best features, and reflect them in a distinctive design that is unique in the world. They provide total and ongoing support in building their client’s brand, so their clients are able to differentiate their company and product in the market, and boost their sales. Their wish is for clients to use them as a catalyst to bring about a brilliant chemical reaction in their clients' business.
Design Challenge: The most difficult part of the design process was how to turn being inexpensive into a positive feature. There are lots of ways to create accessible designs. For example, using typography to look pop, or using sizzle feeling from rusk to look tasty. This project is relatively inexpensive and the product will be sold in supermarkets and mass retailers. Also, its target audience is relatively young. For these reasons, they reflected these factors into this character design, also having in mind its new series to be launched.
Research: In addition to previous product designs and its sales trends, the team also plotted strategy considering the current situation from various viewpoints, such as its target audience, expected selling area, competitor's design and popular rusk designs and the like, in order to attract new buyers.
Inspiration: When designing this product rusk, the team used worldview of picture books which they also work on. After all, they thought of the narrative first, and then tried to make the character with the motif of rusk as lovely as possible. Therefore, the size of eyes, nose and mouth had to be adjusted in millimeters. The rusk used for the design basis is not CG, but actual product to be pictured and used as it is. The natural shaping unique to rusk made its character look more attractive.
Project Duration: The project started in August 2018 in Kagoshima, Japan and finished in January 2019 in Kagoshima and Tokyo. The products are sold all over Japan now. Immediately after its release, the product became a hot topic on social networking sites on SNS (Twitter, Instagram and so on), with comments such as "cute" and "there are different kinds of animals". The client is considering developing different flavors in the future.
Operation Flow: The design is based on the world of a picture book and features various animals that live in the Forest of Rusk. Therefore, even if various flavors are produced in the future, it is possible to create a story that can be associated with the flavor and design new animals to appear, making it easy to create a series and to develop gift items.
Patents: Copyrights belong to KATAL SEVEN Co., Ltd.
Team Members: Shoichiro Takei (Designer)
Eriko Kunikata (Producer)
Image Credits: Hiroki Ogusu(Image Photo)
Ryo Kawagoe(Products Photo)