Organic Rice Packaging: A Golden Tribute to Nature

Designers Kazuo Fukushima and Haruka Takeuchi's Innovative Approach to Packaging

The inspiration for this design came from the rich lands of Heilongjiang Province in northern China. The harsh winters and pleasant weather conditions make it an ideal place for growing high-quality rice. The designers were particularly inspired by the golden carpets of rice fields during the harvest season and the use of ducks for pest control, symbolizing the rice's organic nature.

The packaging design is unique in its two-layer structure. The first layer is a clear vinyl bag vacuum-packed to maintain freshness. The second layer is a polyvinyl chloride bag with design elements and handles, featuring a matte surface. A transparent part on the lower right corner allows consumers to check the rice's condition. The rice is printed in gold, reflecting the brilliant image of golden rice fields.

The design process involved market analysis, target verification, brand comparison, creative idea development, original design, sample production, and finished product checking. The project, which started in September 2019 and was completed in September 2020 in Shanghai, also involved a thorough analysis of boutique supermarkets and internet sales competition.

The main challenge was to create a design that accurately represents the golden rice fields and the organic farming practices. The solution was a trimmed design of a golden rice carpet with an illustration of a duck, symbolizing organic farming. The vacuum package shape is a block-like cube, further emphasizing the design's uniqueness.

This innovative design approach has earned the project a Silver A' Packaging Design Award in 2022, a testament to its creativity and professional excellence. The design not only packages the rice but also the feelings of the farmers who cultivate it, making it a true tribute to nature and sustainable farming practices.