Organic Rice Bag by Kazuo Fukushima and Haruka Takeuchi

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DESIGN DETAILS
DESIGN NAME:
Organic Rice

PRIMARY FUNCTION:
Bag

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.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
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.

OPERATION / FLOW / INTERACTION:
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.

PROJECT DURATION AND LOCATION:
The project started in September 2019 and finished in September 2020 in Shanghai.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION 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.

SPECIFICATIONS / TECHNICAL PROPERTIES:
The first layer: vacuum packed Surface: matte. Width 100mm x Depth 200mm x Height 50mm 500g

TAGS:
Organic, Rice, Package, China, Duck

RESEARCH ABSTRACT:
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.

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.

ADDED DATE:
2020-12-21 07:12:29

TEAM MEMBERS (4) :
Creative Director: Kazuo Fukushima, Art Director: Haruka Takeuchi, Copy Writing: Zhou Ying and Project Management: Xu Xuehua

IMAGE CREDITS:
Image: Photographer zhu Jie

PATENTS/COPYRIGHTS:
Copyrights belong to CHINA STATE FARMS AGRIBUSINESS (GROUP) CORP.,

Visit the following page to learn more: https://mall.jd.com/index-1000351284.html
CLIENT/STUDIO/BRAND DETAILS
NAME:
China State Farms Agribusiness Corp

PROFILE:
Established in 1980. It is a central enterprise established by the former ministry of land reclamation and approved by the state council. Headquartered in Beijing, the main agricultural products include rice, wheat, corn, seafood, etc. China land reclamation takes food security for the world and benefits the people's livelihood as its mission and is committed to solving the problems of food security and food safety.

NOMINATION DETAILS

Organic Rice Bag by Kazuo Fukushima and Haruka Takeuchi is a Nominee in Packaging Design Category.

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AWARD DETAILS

Organic Rice Bag by Kazuo Fukushima and Haruka Takeuchi is Winner in Packaging Design Category, 2021 - 2022.



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