Organic Rice 包 by Kazuo Fukushima and Haruka Takeuchi

Organic Rice 包 by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2022 A' Design Award 银奖 in 包装设计 Competition Category.

银包装· 2022

Organic Rice 包

by Kazuo Fukushima and Haruka Takeuchi

Client: China State Farms Agribusiness Corp

A' Design Award 银奖 Winner in 包装 Category

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Verified Award Winner

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Colors

The Design

About Organic Rice 包

这个项目是包装了武昌制作美味大米的制作者的感情。设计理念是天然的金色地毯。创作的设计与广阔的稻田呈现金色的场景相关。包装是镶有金色稻米地毯的。所以真空包装的形状是块状的立方体。此外，鸭子的插图是为了证明有机农业。这个设计简单地包装了武昌有机农业的价值。

The Recognition

About the A' Design Award 银奖

Organic Rice 包是 A' Design Award 银奖得主，这是授予顶级、华美而令人印象深刻的设计的极为崇高的认可。银奖得主是极其卓越、极具创造力的作品，展现出其设计师杰出的专业技能、才华与敏锐。预计Organic Rice 包将成为一件出色的典范之作，兼具非凡的专业性与深刻的创新性。这件赢得 A' Design Award 银奖的设计是一项备受瞩目、令人钦佩的发明，造福并拓展艺术、科学、设计和技术的边界。Organic Rice 包是一件令人羡慕的创作，它唤起渴望，带来积极的情感，并激发惊叹与赞叹。

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