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 Hagata Farm Pickles Packaging. Interview questions prepared by Frank Scott.
KY : The design was inspired by the client's dedication to farming and the desire to share high-quality vegetables with children. We used the client’s hand and vegetable seed as the logo to reflect their individuality. The deep green wrapping resembles a leaf, while the reverse side of the paper includes a handwritten letter of appreciation and the product’s concept. The goal was to create a heartfelt design that wouldn’t be thrown away, but cherished.
KY : Our main focus was to design a package that captures the quiet strength and sincerity of the farm, while also appealing as a gift. We aimed to make the packaging itself speak—carrying emotion and story, not just function.
KY : We plan to continue refining the packaging and explore ways to share it as a model for agricultural branding in other regions. It has also opened up conversations about storytelling-based product design in our local community.
KY : The design took several months, including multiple field visits, feedback sessions with the client, and iteration based on their values. It was a layered process that took time, but was deeply rewarding.
KY : It was a commissioned project, but the design direction was shaped through open dialogue with the client. We started from scratch, exploring ways to embody their beliefs in the design.
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 : We wanted to create a design that would represent the deep connection between the farm, the land, and the consumer. It was a chance to show how design can carry emotional value, not just visual beauty.
KY : There were no specific design references in terms of visual direction. However, I was inspired by expressions that emphasize local narratives and tactile experiences, especially in how they connect products with people through story and material.
KY : People who appreciate high-quality, locally produced food with a story—especially those looking for thoughtful gifts or unique culinary items.
KY : This design is intended to be reused even after consumption, seamlessly integrating into everyday life. It is not just a disposable package but includes a space on the reverse side to deliver a message of gratitude, making it a more personal and memorable experience.
KY : The name was developed through collaborative discussions with the project team. By defining the target audience clearly, we crafted a name that is honest, grounded, and resonates with everyday language—something that directly reflects the identity of the producer.
KY : Adobe Illustrator and Photoshop for layout and artwork, plus hand-drawn sketches and physical prototypes for visual testing.
KY : The package integrates the farmer’s hand and vegetable seeds into the logo, conveying pride and authenticity. The wrapping paper is not just decorative but carries a letter of appreciation on the reverse side, turning it into a keepsake rather than disposable waste.
KY : The project began with deep conversations with the client, who is passionate about agriculture. I collaborated with a local printing company for paper processing and finishing, worked with a trusted photographer for visuals, and brought the story to life with the help of a local writer and a video creator. Each member contributed their unique skills to elevate the design.
KY : Technology played an important role in expressing the delicate textures and depth of the package, while maintaining an honest and sincere tone. In particular, the printing and photography processes were effectively used to bring out the subtle qualities of the material and convey the atmosphere of the brand faithfully.
KY : We conducted qualitative research by discussing with the client what kinds of expressions, visuals, and narratives would resonate most with their values and customers. It was less about numerical data and more about emotional alignment.
KY : It was challenging to design something that felt premium while also being sincere and emotionally grounded. Balancing the aesthetic with cost and practicality, and ensuring it aligned with the values of the farm, was a delicate process.
KY : The client’s story and their approach to agriculture were so powerful that I felt it deserved to be shared on a global stage. This award submission was one way to celebrate their work and share it with a wider audience.
KY : I learned the importance of listening—both to the client’s unspoken values and to the material’s natural qualities. It taught me to design not just for aesthetics, but for emotional depth and human connection.
KY : This project was more than a design job—it was a shared journey. It reminded me that design has the power to carry values, stories, and care across generations. I hope it continues to spark connections wherever it goes.
