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 Vegetable Box Packaging. Interview questions prepared by Frank Scott.
KY : The main principle behind this design was to communicate the inherent beauty and vitality of vegetables as a heartfelt gift. Through extensive interviews at the farm, I realized that vegetables are not only visually attractive, but also possess a sensory richness—their scent, texture, and warmth from the soil all speak to the senses. To convey this “living charm,” I chose a symbol that combines the cross-section of a carrot with the sun, representing warmth and life. I also focused on sustainability and aesthetics by using materials that are eco-friendly and a structure that can be reused, allowing the packaging itself to remain as part of the gift experience.
KY : My main focus was to shape and visualize the uniqueness of the client. I wanted to explore the potential that arises when agriculture and design intersect, and how design can help convey the value of vegetables as something more than just food.
KY : We are planning to hold a commemorative exhibition this summer in a sunflower field managed by the client. It will be a celebratory event open to the community and those involved in the project.
KY : I didn’t measure the time exactly, but since I’m constantly thinking about design, I spent a considerable amount of time refining the concept.
KY : The project was commissioned, but the idea for this packaging initially came from a self-initiated proposal.
KY : The packaging is currently in use by Hagata Farm, and we have no plans to sell or lease the design rights. It is a collaborative effort created for their exclusive use.
KY : I wanted to present the charm of the client’s vegetables from a new perspective and reach people beyond the usual markets.
KY : Recently, I’ve been inspired by the works of Koitabashi from Akaoni Design, especially how they bring out the local character through their design.
KY : People who appreciate the depth of flavor in vegetables and who resonate with the philosophy and dedication of the farmers.
KY : This design presents vegetables not just as produce, but as a gift that enhances brand value, making it stand out as a premium and thoughtful package.
KY : The name naturally emerged through discussions with the client. It is a simple and straightforward name that conveys the product as it is.
KY : I mainly used Adobe software throughout the process, including Illustrator and Photoshop.
KY : The design elevates vegetables to the status of "art from the soil" and treats them as thoughtful gifts. The foil-stamped motif based on a carrot cross-section symbolizes a sun, reinforcing the idea of nourishment and connection.
KY : I collaborated with a local photographer who captured the vegetables beautifully. Also, printing professionals played a vital role in realizing the foil stamping and paper texture precisely as envisioned.
KY : Technology helped achieve precise foil stamping and ensured the packaging could preserve the quality of the design. Digital tools were also used to develop the composition and layout in the design phase.
KY : Rather than numerical data, I focused on field research: visiting the farm, observing the growing process, and interviewing the client about their philosophy and experiences.
KY : The biggest challenge was visualizing the abstract idea of "vegetables as art" in a packaging form that felt sincere and did not become overly decorative or commercial.
KY : The idea came from a desire to share the strength of local agriculture and creativity with a global audience. It was also a way to celebrate the effort shared with the client.
KY : I learned the importance of listening deeply. The client’s words and farming process gave me the perspective needed to design not just for appearance, but for meaning.
KY : This project reminded me that design can connect people across different industries and backgrounds. I’m grateful for the trust placed in me and hope to continue designing with care and sincerity.
