From the Forest of Rusk פֿונקציע: פֿאַרפּאַקונג פֿאַר איבערבײַסן by Shoichiro Takei and Eriko Kunikata

From the Forest of Rusk פֿונקציע: פֿאַרפּאַקונג פֿאַר איבערבײַסן by Shoichiro Takei and Eriko Kunikata is a highly esteemed winner of the very prestigious 2022 A' Design Award אין זילבער in פּאַקונג דיזײַן Competition Category.

זילבערפּאַקונג· 2022

From the Forest of Rusk פֿונקציע: פֿאַרפּאַקונג פֿאַר איבערבײַסן

by Shoichiro Takei and Eriko Kunikata

Client: Yamazaki Baking Co., Ltd.

A' Design Award אין זילבער Winner in פּאַקונג Category

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Colors

The Design

About From the Forest of Rusk פֿונקציע: פֿאַרפּאַקונג פֿאַר איבערבײַסן

פֿון דעם וואַלד פֿון רוסק איז אַ פֿאַרפּאַקונג־פּלאַן פֿאַר אַ רוסק־איבערבײַסן וואָס ווערט פֿאַרקויפֿט אין סופּערמאַרקעטן און מאַסן־קלייטן אין יאַפּאַן. דער פּלאַן איז באַזירט אויף דער וועלט פֿון אַ בילדער־ביכל און ווײַזט חיות וואָס וווינען אין דעם וואַלד פֿון רוסק. יעדער חיה־כאַראַקטער איז געשאַפֿן פֿון דעם רוסק אַליין, פֿאָטאָגראַפֿירט ווי אַן אמתדיק פּראָדוקט אַנשטאָט געשאַפֿן מיט קאָמפּיוטער־גראַפֿיק. די גרייס פֿון די אויגן, נאָז און מויל איז געווען אַדזשוסטירט אין מילימעטערס כּדי צו מאַכן יעדן כאַראַקטער אַטראַקטיוו. די פֿאַרפּאַקונג מעסט 140 מאָל 210 מאָל 40 מילימעטער. נײַע חיות קענען צוגעלייגט ווערן ווען נײַע טעמים ווערן אַרויסגעבראַכט.

The Recognition

About the A' Design Award אין זילבער

From the Forest of Rusk פֿונקציע: פֿאַרפּאַקונג פֿאַר איבערבײַסן איז אַ געווינער פֿון דעם A' Design Award אין זילבער, אַן אויסערגעוויינלעך פּרעסטיזשע אָנערקענונג וואָס ווערט געגעבן צו שיינע, דערהויבענע און איבערצײַגנדיקע שפּיץ-דיזײַנס. זילבער-געווינער זענען העכסט בריליאַנטע און זייער קרעאַטיווע ווערק וואָס ילוסטרירן די אויסגעצייכנטע מומחיות, טאַלאַנט און שאַרפֿזיניקייט פֿון זייערע דיזײַנערס. פֿון From the Forest of Rusk פֿונקציע: פֿאַרפּאַקונג פֿאַר איבערבײַסן ווערט דערוואַרט אַז עס איז אַ וווּנדערלעך, מוסטערהאַפֿט ווערק וואָס איז אויפֿפֿאַלנדיק פּראָפֿעסיאָנעל און טיף אינאָוואַטיוו. דער דאָזיקער געווינענדיקער דיזײַן פֿון A' Design Award אין זילבער איז אַ זייער אויפֿפֿאַלנדיקע, באַוווּנדערטע דערפֿינדונג וואָס ברענגט נוצן און שטופּט פֿאָרויס די גרענעצן פֿון קונסט, וויסנשאַפֿט, דיזײַן און טעכנאָלאָגיע. From the Forest of Rusk פֿונקציע: פֿאַרפּאַקונג פֿאַר איבערבײַסן איז אַ באַשאַפֿונג וואָס מען מקנא זײַן זי ברייט, וואָס וועקט תּאוות, ברענגט פּאָזיטיווע געפֿילן און וועקט חידוש און פֿאַרוווּנדערונג.

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)