We had the distinct pleasure to interview award winning designer Kikumi Yoshida about their original and creative Packaging design work. Kikumi Yoshida is an award-winning communication designer, that makes our world a better place with their original packaging works.
Kikumi Yoshida ("KY") answered Design Interview ("DI") questions about their award-winning work Kinokomeshi Packaging. Interview questions prepared by Frank Scott.
KY : The core idea behind this design was to reinterpret locally produced mushrooms in a bold and youthful way, tailored for a modern audience. Mushrooms are often seen as rustic or traditional, so our goal was to break that stereotype and frame them as something vibrant and exciting. The bright vermilion color was inspired by outdoor goods and chosen to stand out in natural surroundings, appealing to consumers seeking refreshment and healing through nature. The packaging aims to turn a humble local delicacy into a striking gift that remains memorable, both in visual impact and emotional resonance.
KY : Our focus was on combining strong visual appeal with functional durability. Since the product includes rice, dashi stock, and other components that make it heavier than usual, the packaging needed to be robust enough for transportation while maintaining its structure and elegance. We also paid attention to how the product would be displayed in stores or presented as a gift. By achieving high visibility and stylish simplicity, we hoped to introduce mushroom-based food to a wider audience, especially those who may not have previously considered it a premium gift item.
KY : We hope to collaborate with local tourism and gift-oriented promotions to establish this product as a signature souvenir from Ehime Prefecture. The goal is to expand its reach as a locally rooted yet modern offering for both domestic and international audiences.
KY : The entire process, from concept to final production, took several months. We conducted repeated field visits and prototype reviews with the client to ensure the packaging would withstand logistics while also communicating the product’s unique appeal.
KY : This was a commissioned project, but the concept was born from open-ended conversations with the client. The client’s passion for mushrooms and his desire to reach a younger demographic inspired the idea to break from traditional aesthetics.
KY : The design is currently used and produced by the client company only. At this time, we do not plan to sell or lease the production rights to others, in order to preserve the local character and uniqueness of the brand.
KY : We wanted to reframe a familiar local ingredient in a new light, creating something both functional and symbolic. The packaging not only protects the product but also tells a story, transforming an everyday food into a gift with meaning.
KY : I was inspired by designers like Taka Hiroshi of Unagi no Nedoko and Naohiro Niiyama of TSUGI, both of whom create work deeply rooted in local culture. Their approach of designing with narrative and community in mind influenced how I shaped this project.
KY : The primary target is outdoor enthusiasts and travelers who enjoy discovering unique regional foods. People who appreciate good design and care about the story behind what they eat are also part of the intended audience.
KY : This design stands out by combining the strength of a protective food package with an outdoor-inspired aesthetic. The bright vermilion color and bold typography are aligned with the tastes of outdoor fans, making it not just functional but also emotionally resonant for a specific lifestyle.
KY : The name “KINOKOMESHI” is a playful and stylish way to express the product’s main ingredient: mushrooms. During the design process, we proposed this name as a direct and catchy expression that reflects both the product’s simplicity and character.
KY : We used Adobe Illustrator and Photoshop for layout and visual direction, and InDesign for print-ready materials. Hand-drawn sketches were also used in the early concept stage to explore ideas.
KY : The most unique aspect is the fusion of a traditional local food with a bold, contemporary outdoor aesthetic. By adopting vibrant vermilion and foil stamping, the package breaks expectations of what a mushroom gift looks like, while still preserving its cultural roots.
KY : I worked closely with the client, who has deep expertise in mushroom cultivation. For technical aspects such as foil stamping and paper selection, I received great support from a local printing company. Additionally, the photography was done by a local photographer who helped capture the essence of the product beautifully.
KY : Technology plays a subtle but crucial role, particularly in the durability and finish of the packaging. The precision of foil stamping and the structural strength of the box were achieved through advanced printing and packaging technology.
KY : Rather than relying on numerical data, I conducted contextual research by visiting the production site and learning directly from the grower. This hands-on research helped shape the concept around the product’s story and the client’s values.
KY : One challenge was striking a balance between visual boldness and brand integrity. We also had to ensure that the design did not feel out of place in traditional markets while appealing to a younger, outdoor-oriented audience.
KY : Submitting this design was one way to help share the client’s careful craftsmanship with a wider audience. I wanted people outside our region to recognize the value and story behind the product.
KY : I learned the importance of trusting both intuition and collaboration. By listening carefully to the client’s story, I was able to reinterpret their message in a visual form. It strengthened my ability to design beyond aesthetics—toward empathy and storytelling.
KY : This design is not just a package—it’s a story about the people, land, and values behind the product. I hope viewers can feel the care that went into every decision, and that it sparks curiosity about where their food comes from.
