We had the distinct pleasure to interview award winning designer Kazuo Fukushima about their original and creative Bag design work. Kazuo Fukushima is an award-winning communication designer, that makes our world a better place with their original bag works.
Kazuo Fukushima ("KF") answered Design Interview ("DI") questions about their award-winning work Organic Rice Bag. Interview questions prepared by Frank Scott.
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.
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.
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.
KF : The project took about eight months, during which we carefully progressed through market research, design development, and sample production.
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.
KF : The design is currently being produced and distributed by CSFA as part of their premium rice brand.
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.
KF : We were inspired by the simplicity and elegance often seen in premium Japanese rice packaging.
KF : The primary target is health-conscious consumers who prefer organic food, as well as customers in luxury supermarkets who value high quality.
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.
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.
KF : We primarily used Adobe Illustrator and Photoshop for digital work, while the watercolor illustrations were hand-drawn.
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.
KF : We collaborated with a skilled illustrator, leveraging their expertise to add authenticity and uniqueness to the project.
KF : Vacuum-packing technology plays a key role in preserving freshness, while advanced printing techniques ensured precision in reproducing the intricate designs.
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.
KF : The biggest challenge was balancing the clarity of communicating the value of organic farming with maintaining an elegant, premium appearance.
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.
KF : This project deepened our understanding of regional characteristics and agriculture while reinforcing how design can emotionally connect with consumers.
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.
