Interview about Kinokomeshi Packaging, winner of the A' Packaging Design Award 2025
This kamameshi set offers an outdoor dining experience, allowing you to enjoy mushroom flavors in nature. The packaging features an image of Ehime Prefecture's mountains, with gold foil stamping on the logo for a refined touch. The vibrant colors, inspired by outdoor gear, stand out in natural settings. The sturdy box can support the weight of the rice and dashi, ensuring durability during transportation. This design balances practicality with a deep connection to nature, making the set ideal for outdoor enthusiasts seeking convenience and quality craftsmanship.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsIn this packaging, we used the motif of Ehime's mountains depicted with gold foil to express both the natural beauty of the region and a sense of exclusivity. The mountain silhouette symbolizes the coexistence of people and nature, while the shine of the gold foil emphasizes a premium feel suitable for gifts. By combining these elements, we aimed to share the local story while providing a unique and luxurious experience.
We chose this vivid vermillion color because it stands out strongly even in natural environments. It not only enhances visibility during outdoor activities but also functions as an accent to evoke a sense of "fun" and "freshness" among younger generations. By adding a pop and active feel to what is usually seen as a calm, traditional mushroom product, we aimed to present a new and exciting appeal.
During the pandemic, there was a notable increase in outdoor activities, which emphasized the importance of portability and toughness. To address this, we selected thick paper materials and adopted a durable structure to withstand transportation and outdoor use. This ensures that users can enjoy the product with peace of mind even in outdoor settings.
In this project, the goal was not to treat the packaging itself as an outdoor "tool," but rather to position it as an element that enriches the overall outdoor dining experience. By introducing vivid colors and tactile materials, the packaging adds a sense of specialness and enhances the enjoyment of sharing a meal outdoors. This approach transforms the product into a memorable gift and a highlight of special moments, rather than merely a container.
To support the weight of rice and dashi, I carefully selected sturdy paper and structural design solutions while ensuring the packaging retained a light and elegant appearance. By balancing technical strength with thoughtful color and form, the final design conveys a sense of specialness even in outdoor settings.
While respecting the delicacy and aesthetic sense of traditional Japanese cuisine, I aimed to blend it with the casual and joyful aspects of modern outdoor culture. The core insight was to propose a new experience that connects people with nature in an engaging and memorable way.
Through this award, I believe the value of designs that highlight regional identity and material characteristics will gain wider recognition. It could inspire greater interest in packaging that is not disposable but designed for longer use and appreciation.
Taiai Co.'s deep expertise in mushrooms provided valuable insights for choosing expressions and materials that highlight the product’s appeal. Their knowledge influenced decisions on color tones and language to accurately convey the essence of the ingredients.
We discovered that outdoor enthusiasts value not only the functional aspect of packaging but also the joy of "carrying" and "showing" it. The packaging was treated almost like an accessory or gear, creating unexpected new value beyond its original role as a container.
It is essential to first identify the "core" of the tradition or regional identity. Then, consider how to seamlessly blend this essence with contemporary sensibilities and lifestyles. I believe that honest and understated expression, rather than excessive embellishment, resonates more deeply with audiences.
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