Hagata Farm Pickles Phuthelo by Kikumi Yoshida

Hagata Farm Pickles Phuthelo by Kikumi Yoshida is a highly esteemed winner of the very prestigious 2025 Moputso oa Tšepe oa A' Design Award in Moralo wa Phuthelo Competition Category.

TšepePhuthelo· 2025

Hagata Farm Pickles Phuthelo

by Kikumi Yoshida

Client: Hagata Farm

Moputso oa Tšepe oa A' Design Award Winner in Phuthelo Category

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Colors

The Design

About Hagata Farm Pickles Phuthelo

Ho bontsha botho ba moreki, letšoao la moralo le kenyeletsa seatla sa moreki le dipeu tsa daikon (moroho o tšoeu) e le mehlala. Pampiri e tala hodima sekoahelo e emela lekhasi la daikon. Mebala le matla a moroho di hlahiswa ka mehlala e nang le matheba a manyane a bontshang sebopeho le botebo. Ho totobatsa bosweu ba daikon, moralo wa leibole o ile wa etswa hore o be bonolo. Pampiri e tala e koahelang sekoahelo e boela e sebeletsa e le phuthelo le lengolo la teboho le hatisitsweng lehlakoring le leng, e matlafatsa kamano pakeng tsa sehlahiswa le moreki.

The Recognition

About the Moputso oa Tšepe oa A' Design Award

Hagata Farm Pickles Phuthelo ke mohapi oa Moputso oa Tšepe oa A' Design Award, kananelo e hlomphehang e fuoang meralo e metle e finyellang litlhoko tsa porofeshenale le tsa indasteri tse lebelletsoeng ho lintho tse hlahisitsoeng tse entsoeng hantle. Bahapi ba Tšepe ba bontša bokhoni bo boholo, bokhethehi bo phahameng, kutloisiso ea litsebi le bokhoni ba boqapi ba baqapi ba bona. Hagata Farm Pickles Phuthelo e lebelletsoe ho ba ntho e hlahisitsoeng e hlomphuoang haholo, e ratoang le e ratehang, e sebetsang le e nang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Tšepe oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa ea indasteri mme o na le litšobotsi tsa theknoloji tse nang le bokhoni tse amanang le tsebo le talenta. Ka lebaka la botlalo ba eona, Hagata Farm Pickles Phuthelo e tšoanelehela tlhompho mme e entsoe ho fana ka ntlafatso ea bophelo e thusang ho etsa hore lefatše le be sebaka se molemo.

Behind the Design

Press Kit

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

Unique Properties: To reflect the individuality, the hand held by the client and the vegetable seed were used as the logo motif. The green paper on the lid imitates a vegetable leaf. The deep hue and the strength of the vegetable are expressed in fine dots.
Dimensions & Packaging: Width 80 mm,Depth 80 mm,Height 75 mm
Tags: Package design , pickles , farmers , Japanese food
Production Technology: We pondered how to express the personality of Hagata Farm. We realized that the hands they hold belong to proud farmers who embody dedication. We reflected these hands in the design and used dotted vegetable leaves to represent the quiet yet powerful life force in the field. This design connects the essence of the farm to the product telling a story of nature hard work and pride. By highlighting the farmers connection to the land we aimed to create a design that resonates with the values of the community and the beauty of agriculture.
Design Challenge: Many other companies already sell pickle products. We needed to find a way to differentiate ourselves from them and appeal to the interests of people in locally grown vegetables and the project with an appealing design.
Research: Team members discussed every possible direction, including what expressions the clientele liked, what magazines they preferred, and what designs they preferred, and carefully shaped them in a layered manner.
Inspiration: The project involved making pickles using vegetables from the Hagata farm, and using the profits from the sales to cover the costs of growing vegetables for school lunches. The client wanted to deliver first class vegetables to school children while taking on the challenges of agriculture.
Project Duration: The project started in 2022 in Niihama City, Ehime Prefecture.
Operation Flow: The green paper covering the lid also decorates the surface of the package, while the reverse side is a letter of appreciation and product concept to the consumer. By putting thought into every part of the package, we aimed to create a package that will be a keepsake, rather than a package that will be thrown away.
Image Credits: #1: Designer Kikumi Yoshida, Kuuche design,Photographer Keijiro Ando, 2022.
#2: Designer Kikumi Yoshida, Kuuche design,Photographer Rui Tokunaga,2022.
#3: Designer Kikumi Yoshida, Kuuche design, 2022.
#4: Designer Kikumi Yoshida, Kuuche design, 2022.
#5: Designer Kikumi Yoshida, Kuuche design, 2022.
Writer Tomomi Takada,Video production Hiroshi Minao