From the Forest of Rusk Primary Function: Ìdìpọ̀ Ìpanu by Shoichiro Takei and Eriko Kunikata is a highly esteemed winner of the very prestigious 2022 Àmì-ẹ̀yẹ Fàdákà A' Design Award in Àpẹẹrẹ Ìdìpò Competition Category.
FàdákàÌdìpò· 2022
From the Forest of Rusk Primary Function: Ìdìpọ̀ Ìpanu
by Shoichiro Takei and Eriko Kunikata
Client: Yamazaki Baking Co., Ltd.
Àmì-ẹ̀yẹ Fàdákà A' Design Award Winner in Ìdìpò Category
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The Design
About From the Forest of Rusk Primary Function: Ìdìpọ̀ Ìpanu
Láti Inú Igbó Rusk jẹ́ àpẹẹrẹ ìdìpọ̀ fún ìpanu rusk tí a ń tà ní àwọn ilé ìtajà ọjà àti àwọn oníṣòwò títóbi ní Japan. Àpẹẹrẹ náà dá lórí ayé ìwé àwòrán, ó sì ń fi àwọn ẹranko tí ń gbé ní Inú Igbó Rusk hàn. Ẹranko kọ̀ọ̀kan ni a ṣẹdá láti inú rusk fúnra rẹ̀, tí a yà fọ́tò gẹ́gẹ́ bí ọjà gidi dípò kí a fi àwòrán kọ̀ǹpútà ṣẹ̀dá rẹ̀. Ìwọ̀n ojú, imú àti ẹnu ni a ṣàtúnṣe ní milímítà láti mú kí ohun kọ̀ọ̀kan wúni lórí. Ìdìpọ̀ náà wọn 140 ní 210 ní 40 milímítà. A lè fi àwọn ẹranko tuntun kún un bí a ṣe ń fi àwọn adùn tuntun síta.
The Recognition
About the Àmì-ẹ̀yẹ Fàdákà A' Design Award
From the Forest of Rusk Primary Function: Ìdìpọ̀ Ìpanu jẹ́ olùborí Àmì-ẹ̀yẹ Fàdákà A' Design Award, ìdánimọ̀ onípọ̀nlé lọ́nà àrà ọ̀tọ̀ tí a fún àwọn àwòṣe ìpele gíga jùlọ tó dára tó sì ń kan ọkàn. Àwọn olùborí Fàdákà jẹ́ àwọn iṣẹ́ tó ń tàn yòò gidigidi tó sì ní ìṣẹ̀dá púpọ̀ tí wọ́n ń ṣàfihàn ìmọ̀ ìjìnlẹ̀, ẹ̀bùn àti ìmọ̀ràn àwọn olùṣàwòṣe wọn. A retí pé From the Forest of Rusk Primary Function: Ìdìpọ̀ Ìpanu yóò jẹ́ iṣẹ́ àgbàyanu, àpẹẹrẹ rere, ti ọ̀jáfáfá lọ́nà tó ṣe pàtàkì tó sì ní ìmúṣẹ̀dá tuntun jinlẹ̀. Àwòṣe tó borí Àmì-ẹ̀yẹ Fàdákà A' Design Award yìí jẹ́ ohun ìmúṣẹ̀dá tó hàn gbangba gidigidi tí a mọrírì tó ń ṣe anfàní tó sì ń tì ààlà iṣẹ́ ọnà, sáyẹ́ǹsì, àwòṣe àti ìmọ̀-ẹ̀rọ síwájú. From the Forest of Rusk Primary Function: Ìdìpọ̀ Ìpanu jẹ́ ẹ̀dá tí ọ̀pọ̀lọpọ̀ ń ṣe ìlara, tó ń jí ìfẹ́ inú, tó ń mú ìmọ̀lára rere wá tó sì ń jí ìyàlẹ́nu àti ìyanu.
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)
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