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Organic Rice Bag by Kazuo Fukushima |
Home > Winners > Design #114666 >Interview |
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FS: What is the main principle, idea and inspiration behind your design?
KF: The main idea is based on the concept of a "natural golden carpet." It visualizes the golden rice fields of Wuchang during harvest season and the heartfelt dedication of farmers living in harmony with nature. In particular, the unique method of organic farming using ducks was a key inspiration.
FS: What has been your main focus in designing this work? Especially what did you want to achieve?
KF: The focus was on creating a design that simply and intuitively communicates the value of organic farming and the premium quality of Wuchang rice. We aimed to highlight "trust" and "harmony with nature" in the design to build the brand’s credibility.
FS: What are your future plans for this award winning design?
KF: We hope to use this design to inspire other organic agricultural brands and raise awareness about sustainable farming. Additionally, we aim to enhance the global reputation of Wuchang rice in international markets.
FS: How long did it take you to design this particular concept?
KF: The project took about eight months, during which we carefully progressed through market research, design development, and sample production.
FS: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
KF: This project was commissioned by CSFA (China State Farms Agribusiness). It was developed to communicate the uniqueness of Wuchang organic rice to consumers. At the same time, the beautiful scenery of rice fields in harmony with nature inspired our creativity.
FS: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
KF: The design is currently being produced and distributed by CSFA as part of their premium rice brand.
FS: What made you design this particular type of work?
KF: We wanted to reflect the product’s organic qualities while expressing the natural beauty of the rice fields and the sincerity of the farmers. The unique method of organic farming with ducks also fascinated us.
FS: Where there any other designs and/or designers that helped the influence the design of your work?
KF: We were inspired by the simplicity and elegance often seen in premium Japanese rice packaging.
FS: Who is the target customer for his design?
KF: The primary target is health-conscious consumers who prefer organic food, as well as customers in luxury supermarkets who value high quality.
FS: What sets this design apart from other similar or resembling concepts?
KF: This design is unique for its refined graphics symbolizing golden rice fields and its incorporation of ducks to tell the story of organic farming. The vacuum-packed structure and transparent window also differentiate it functionally.
FS: How did you come up with the name for this design? What does it mean?
KF: The name is based on the region of Wuchang, symbolizing pride in the area and reflecting the philosophy of organic farming. It’s simple, memorable, and highlights the product’s origin.
FS: Which design tools did you use when you were working on this project?
KF: We primarily used Adobe Illustrator and Photoshop for digital work, while the watercolor illustrations were hand-drawn.
FS: What is the most unique aspect of your design?
KF: The golden imagery of the rice fields and the symbolic illustration of ducks make the design visually distinct. The transparent window also allows customers to intuitively check the product’s quality.
FS: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
KF: We collaborated with a skilled illustrator, leveraging their expertise to add authenticity and uniqueness to the project.
FS: What is the role of technology in this particular design?
KF: Vacuum-packing technology plays a key role in preserving freshness, while advanced printing techniques ensured precision in reproducing the intricate designs.
FS: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
KF: We analyzed trends in luxury supermarkets, packaging designs in the Japanese rice market, and consumer preferences to ensure the design resonated with the target audience.
FS: What are some of the challenges you faced during the design/realization of your concept?
KF: The biggest challenge was balancing the clarity of communicating the value of organic farming with maintaining an elegant, premium appearance.
FS: How did you decide to submit your design to an international design competition?
KF: We believed the design successfully conveys the story of organic farming and deserved to be recognized on a global stage, which led us to submit it to the A’Design Award.
FS: What did you learn or how did you improve yourself during the designing of this work?
KF: This project deepened our understanding of regional characteristics and agriculture while reinforcing how design can emotionally connect with consumers.
FS: Any other things you would like to cover that have not been covered in these questions?
KF: We take pride in using this design to deliver the values of harmony with nature and sincerity to consumers, showing how design can create emotional resonance even for everyday products.
FS: Thank you for providing us with this opportunity to interview you.
A' Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.
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