Interview about Vegetable Box Packaging, winner of the A' Packaging Design Award 2025
The design reimagines vegetables as art born from the soil, engaging the senses through their appearance and aroma. The motif, inspired by the sun, mirrors a cross-section of a carrot, symbolizing the connection between giver and receiver. This design presents familiar vegetables in a novel and creative way. Labels are crafted from materials that preserve the packaging's integrity, allowing for reuse after gifting. This thoughtful approach enhances the perceived value of the vegetables, making them more meaningful as gifts and deepening the experience for both giver and recipient.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThrough my collaboration with Hagata Farm, the idea of treating vegetables as “art born from the soil” became even stronger. Witnessing the beauty and vitality of vegetables growing in the fields inspired me to present them not merely as food, but as living works of art. Hearing directly from the farmers about their dedication and care made me realize that the packaging should convey not only the product but also the story and feelings behind it. As a result, the design evolved into something more than just a container — it became part of the gift experience itself.
I was fascinated by the natural geometry hidden in the cross-section of a carrot, which resembles the sun. By highlighting this often-overlooked pattern, I wanted to symbolize “the blessings of the earth” and “vital energy.” This motif strengthens Hagata Farm’s brand narrative of living in harmony with nature and connecting people through warmth and care. It visually expresses the farm’s philosophy and enhances the storytelling behind the product.
By using a deep gray interior, I aimed to make the natural colors of the vegetables stand out more vividly. This design choice also adds a sense of luxury, similar to opening a high-end gift box. The dark background enhances the freshness and vibrancy of the produce. Additionally, I selected a sturdy, reusable paper material to encourage recipients to keep and cherish the box even after use. These choices work together to elevate the perceived value of the farm produce and create a more memorable and impactful experience.
The idea of using carrot leaves as cushioning material emerged from a desire to utilize every part of the harvest and express the vitality of the vegetables. By repurposing parts that are usually discarded, we aimed to avoid waste and tell a story of sustainability. In practice, the biggest challenges were the variations in shape and the difficulty of drying and maintaining the leaves. However, overcoming these issues added unique character and greatly enhanced the sustainable value of the packaging.
To propose a new value of “vegetables as gifts,” I focused on creating a sense of luxury and storytelling. This approach aimed to break away from the conventional perception of vegetables as everyday, low-value items and reposition them as “special gifts for cherished people.” I carefully considered material selection, details, color choices, and the unboxing experience to achieve this transformation.
By designing the packaging to be reusable, I wanted to create value beyond a one-time experience, allowing it to be “nurtured and kept” over time. I chose durable paper and label materials to withstand long-term use and storage. This approach allows the packaging to remain as a memorable item even after consumption, supporting sustainability while reinforcing the brand’s narrative.
I was deeply inspired by Hagata Farm’s active educational initiatives for children and local residents. Incorporating this spirit into the design aimed to convey “the joy of learning” and “the importance of food.” I wanted both givers and recipients to sense and resonate with the story behind the product, creating a shared emotional connection. This philosophy is reflected throughout the entire design.
To realize the concept of seeing vegetables as art, I chose the transparent foil stamping technique. This method reflects light and adds a unique depth and luxurious feel to the surface without covering or distorting the original colors and textures of the materials. By using this technique, I was able to enhance the vividness of the vegetables and present them almost like art pieces.
I believe that in the future, designs that elevate local resources and incorporate environmental considerations will be increasingly valued. This packaging redefines vegetables as "gifts" and highlights the importance of material selection and reusability. I hope it serves as a catalyst for creating new gift cultures that look toward a sustainable future.
The most outstanding aspect of this project is the pursuit of both artistic expression that elevates vegetables into gifts and practical value that enhances the user's experience when holding the package.By utilizing motifs inspired by natural forms and incorporating a deep gray interior to highlight the vegetables’ vibrant colors, the packaging goes beyond a simple container and feels like an "art piece."By providing a special experience to both the giver and the recipient, the design achieves a harmonious balance between artistic beauty and practical usability, creating a new sense of value.
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