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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COMMENTS
Giulia Esposito Comment #12905 on December 27, 2022, 11:19 am
This work is truly a beautiful example of packaging design! The organic rice bag by Kazuo Fukushima and Haruka Takeuchi is a stunning piece of art in itself. The organic shape of the bag and the vibrant colors give it a great visual appeal. The use of natural materials used to make the bag is also impressive, and it showcases the designers' commitment to sustainable design. The overall design of the bag is very pleasing to the eye and it makes for a great addition to any kitchen. It is truly a work of art that deserves to be celebrated and admired. I am very proud to see this work recognized with an A' Design Award. Congratulations Kazuo Fukushima and Haruka Takeuchi!
Paul Williams Comment #58666 on January 3, 2023, 9:26 pm
The design of Organic Rice is a truly beautiful and innovative work that celebrates the value of organic farming. Its two layer structure, with a clear vinyl and a polyvinyl chloride bag, features a matte surface and a transparent part to check the condition of the rice. The golden illustration of a duck serves as a reminder of the quality of the product, and the brilliant printing of the rice conveys a truly stunning image. This design is an exemplary piece of work that is sure to be remembered and celebrated.
Paul Phillips Comment #68660 on January 4, 2023, 2:03 am
It is wonderful to see such an innovative and thoughtful design that celebrates the beauty of nature and honours the hard work of farmers. The use of bold colours and thoughtful patterns helps to draw attention to the product and communicates its message of pesticide-free organic rice. The overall effect of the packaging is both visually appealing and highly practical. It is truly inspiring to see a design with such an impactful story, and I am honoured to be able to celebrate the success of Kazuo Fukushima and Haruka Takeuchi's work.
Elena Petrenko Comment #72100 on January 4, 2023, 3:42 am
This award-winning work is a beautiful and creative way of expressing the value of organic farming with its two layered structure and golden rice carpet design.
Adam Harris Comment #79146 on January 4, 2023, 7:16 am
I am absolutely delighted by the award-winning work "Organic Rice". The attention to detail and the thoughtfulness applied to the design is truly remarkable. It is clear that the designers have taken great care to ensure that the design accurately reflects the natural beauty of the Wuchang rice production area and the organic farming practices employed there. The packaging design is so elegant and eye-catching, making it an ideal choice for both boutique supermarkets and internet sales. Kudos to the designers for their creative and innovative approach to packaging design!
Chloe Turner Comment #86564 on January 4, 2023, 12:50 pm
What a stunning piece of design! This Organic Rice bag is a true tribute to the beauty of nature. I am in awe of the designers' ability to capture the essence of the rich land in Heilongjiang Province and to create a design that conveys the wonder of its natural environment. The golden carpets of the harvest season are perfectly represented in the bag's simple yet sophisticated design. It is a true testament to the designers' creativity and skill. Congratulations to Kazuo Fukushima and Haruka Takeuchi for their outstanding work and for winning the A' Design Award!
Mark Allen Comment #88286 on January 4, 2023, 2:33 pm
This award-winning work showcases an eye-catching and creative design that captures the value of organic farming. The golden rice carpet design is both aesthetically pleasing and symbolic of the hard work of the farmers in the Wuchang area. The two-layer structure of the packaging provides both freshness and visibility of the product, while the addition of a duck illustration adds an extra layer of meaning and authenticity. Truly a unique and inspiring design!
Elisabeth Clark Comment #89421 on January 4, 2023, 3:49 pm
I am absolutely amazed by the work of Kazuo Fukushima and Haruka Takeuchi! Their design for the Organic Rice bag is truly beautiful and well-crafted. The attention to detail in the design, and the research that went into it to make sure it was suitable for their target market is truly impressive. The inspiration they took from the natural environment of the rice-producing area is evident in the design of the bag, and it truly captures the beauty of the golden carpets of rice. Congratulations to Kazuo Fukushima and Haruka Takeuchi on their well-deserved award!

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