Interview about Hagata Farm Pickles Packaging, winner of the A' Packaging Design Award 2025
To reflect the client's personality, they used the client's hand and daikon radish seeds as motifs in the logo. The green paper on the lid represents a daikon leaf. The colors and strength of the vegetable are expressed through fine dotted patterns that evoke texture and depth. To highlight the whiteness of the daikon, they minimized the label design, allowing the vegetable to stand out. The green paper covering the lid serves as packaging and a letter of appreciation to the consumer on the reverse side, reinforcing the connection between the product and the customer experience.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsIn the initial meetings, I was deeply impressed by the farmer’s "proud hands" and the act of "sowing seeds." From there, I developed the hand motif to symbolize nurturing, while the seeds came to represent hope for the future.
The idea of allowing messages on the green paper lid was designed for the farmer to convey their feelings directly to the purchaser. It was not initially requested as a "letter space," but I intentionally created this area to help farmers connect more closely with buyers. Even without a handwritten message, the design stands on its own beautifully, creating a meaningful opportunity for connection and leaving room for emotional engagement.
To abstractly convey the strength of nature, I experimented repeatedly with different drawing and dot techniques. Ultimately, I realized that dense clusters of fine dots could best express a sense of vitality and organic movement.
I saw the daikon itself as the main protagonist, so I deliberately kept the label minimal. By reducing the prominence of the brand logo, I actually created a stronger sense of exclusivity, successfully balancing natural beauty with brand presence.
This project is not merely about product development but is rooted in the social mission of providing safe and delicious vegetables to children. Therefore, I chose materials that evoke natural textures and adopted a warm, hand-drawn feeling in the design. By emphasizing kindness and sincerity, I aimed to convey the deeper social significance behind the product.
To create a strong presence within the limited size, I focused on the use of negative space and the three-dimensional feel of the paper. By emphasizing the expanded green lid and the natural whiteness of the contents, I designed it to leave a lasting impression despite its compact form.
Rather than choosing flashy elements simply to stand out, I carefully expressed essential elements such as the farmer’s hands and the vitality of the vegetables. By respecting local trust and the passion of the producers, the design naturally differentiates itself from other products.
By incorporating motifs that evoke “beginnings,” such as soil, fields, and seeds, I aimed to help children imagine the starting point of food. Through the packaging, I designed it so that the background of production and the value of food education would be naturally communicated.
By designing the packaging as something people would want to keep rather than dispose of, I aimed to evoke a sense of attachment and memory. Its reusability after consumption aligns with modern consumers’ values regarding sustainability. Transforming it into a gift-like or keepsake item also helps deepen the connection between the farmers and the consumers.
This award has given me greater confidence in leveraging local charm and background through design. Moving forward, I envision using this experience to embark on new projects that connect traditional agricultural products and regional resources to contemporary consumer experiences. I also aim to further bridge the gap between consumers and producers by sharing farmers' stories through thoughtful design.
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