Silver Packaging Design · 2022
Organic Rice Bag
by Kazuo Fukushima and Haruka Takeuchi
- A' Design Award 2022 Silver Winner in Packaging Design
- Awarded April 15, 2022
- CLIENT: China State Farms Agribusiness Corp
- Estimated Number of Design Views: 30,315
- Verification code AEA748F7E2 · Verify this award
About Organic Rice Bag
This project is that packages the feelings of the makers who make delicious rice in Wuchang. The design idea is natural golden carpet. Created the design, which is associated with the scene where a vast rice field looks golden. The Package is a trimmed of a golden rice carpet. So the vacuum package shape is a block like cube. In addition, illustration of a duck is to prove organic farming. The design that simply packaged the value of organic farming in Wuchang.
Press Kit
- Unique Properties
- Wuchang is the most famous rice producing area in Heilongjiang Province, China. Among them, this organic rice is most carefully grown by farmers. My design team observed this place and had a very special experience. The landscape of harvesting in the vast fields is all golden and very beautiful. In addition, The farmers raise ducks in the fields and the rice is free of pests. This is proof of pesticide free. This is a project to package Wuchang organic rice.
- Dimensions & Packaging
- The first layer: vacuum packed
Surface: matte.
Width 100mm x Depth 200mm x Height 50mm 500g - Tags
- Organic, Rice, Package, China, Duck
- Production Technology
- The product has a two layer structure. The first layer is a clear vinyl bag that is vacuum packed to keep it fresh after factory. The second layer is a polyvinyl chloride bag, which has design elements and handles. The surface is matte. In addition, a transparent part is designed on the lower right corner so that the condition of the rice can be checked.
The rice is printed in gold to express a brilliant image. - Design Challenge
- The creative idea is natural golden carpet. We verified the design, which is associated with the scene where a vast rice field looks golden. It is a trimmed design of a golden rice carpet. In addition, Added an illustration of a duck to prove organic farming. The design that simply expresses the value of organic farming.
- Project Duration
- The project started in September 2019 and finished in September 2020 in Shanghai.
- Operation Flow
- First, analyze the market and understand the current situation
Second, target analysis to verify what kind of design consumers will like.
Third, brand analysis compare with competitors.
Fourth, develop creative ideas.
Fifth, original design.
Sixth, sample production, color check, etc.
Finally, check the finished product. - Research
- Analysis of boutique supermarkets where products are sold.
Competitive analysis for internet sales.
Analysis for targets in the market.
Package analysis for the Japanese rice market. - Inspiration
- There is a rich land located in Heilongjiang Province, northern China. It is extremely cold in winter there, with the lowest temperature of minus 30 degrees. Harsh natural environment is ideal for raising high quality natural rice. The Wuchang rice is grown in this area with pleasant weather and quality water. The rice is protected with duck. During the season of harvest, rice fields look like golden carpets. This wonderful scene and environment is the inspiration of this design.
- Image Credits
- Image: Photographer zhu Jie
- Patents
- Copyrights belong to CHINA STATE FARMS AGRIBUSINESS (GROUP) CORP.,
Colors of Organic Rice Bag
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G0E23 ShopDesign Interview about Organic Rice Bag
The main idea is based on the concept of a "natural golden carpet." It visualizes the golden rice fields of Wuchang during harvest season and the heartfelt dedication of farmers living in harmony with nature. In particular, the unique method of organic farming using ducks was a key inspiration.
The focus was on creating a design that simply and intuitively communicates the value of organic farming and the premium quality of Wuchang rice. We aimed to highlight "trust" and "harmony with nature" in the design to build the brand’s credibility.
We hope to use this design to inspire other organic agricultural brands and raise awareness about sustainable farming. Additionally, we aim to enhance the global reputation of Wuchang rice in international markets.
The project took about eight months, during which we carefully progressed through market research, design development, and sample production.
This project was commissioned by CSFA (China State Farms Agribusiness). It was developed to communicate the uniqueness of Wuchang organic rice to consumers. At the same time, the beautiful scenery of rice fields in harmony with nature inspired our creativity.
The design is currently being produced and distributed by CSFA as part of their premium rice brand.
We wanted to reflect the product’s organic qualities while expressing the natural beauty of the rice fields and the sincerity of the farmers. The unique method of organic farming with ducks also fascinated us.
We were inspired by the simplicity and elegance often seen in premium Japanese rice packaging.
The primary target is health-conscious consumers who prefer organic food, as well as customers in luxury supermarkets who value high quality.
This design is unique for its refined graphics symbolizing golden rice fields and its incorporation of ducks to tell the story of organic farming. The vacuum-packed structure and transparent window also differentiate it functionally.
The name is based on the region of Wuchang, symbolizing pride in the area and reflecting the philosophy of organic farming. It’s simple, memorable, and highlights the product’s origin.
We primarily used Adobe Illustrator and Photoshop for digital work, while the watercolor illustrations were hand-drawn.
The golden imagery of the rice fields and the symbolic illustration of ducks make the design visually distinct. The transparent window also allows customers to intuitively check the product’s quality.
We collaborated with a skilled illustrator, leveraging their expertise to add authenticity and uniqueness to the project.
Vacuum-packing technology plays a key role in preserving freshness, while advanced printing techniques ensured precision in reproducing the intricate designs.
We analyzed trends in luxury supermarkets, packaging designs in the Japanese rice market, and consumer preferences to ensure the design resonated with the target audience.
The biggest challenge was balancing the clarity of communicating the value of organic farming with maintaining an elegant, premium appearance.
We believed the design successfully conveys the story of organic farming and deserved to be recognized on a global stage, which led us to submit it to the A’Design Award.
This project deepened our understanding of regional characteristics and agriculture while reinforcing how design can emotionally connect with consumers.
We take pride in using this design to deliver the values of harmony with nature and sincerity to consumers, showing how design can create emotional resonance even for everyday products.
Grand Interview about Organic Rice Bag
The journey of translating the golden rice fields of Wuchang into a packaging design began with a deep appreciation for the natural beauty and traditional farming methods of the region. Wuchang’s rice fields are not only renowned for their high-quality produce but also for their visually stunning landscapes, especially during harvest when the fields are bathed in a golden hue.To capture this, I wanted the packaging to evoke the essence of these fields—both visually and conceptually. I chose a minimalist illustration style to depict rice stalks swaying gently, symbolizing both abundance and purity. The choice of a warm, golden color palette for the design elements was intentional, reflecting the ripe, golden grains ready for harvest, which is iconic of Wuchang’s fields.The central black label was designed to convey the premium quality of the product, creating a contrast that not only enhances visual appeal but also adds a sense of sophistication. The use of organic and eco-friendly production methods, such as pest control with ducks instead of pesticides, inspired a design that is both elegant and respectful of nature. This approach aligns the visual elements with the values of purity, sustainability, and authenticity, allowing consumers to connect deeply with the story of Wuchang’s rice fields simply by viewing the packaging.
The two-layer structure of the Organic Rice Bag was inspired by the need to balance practicality with aesthetic appeal. Rice is a staple that deserves careful preservation, as freshness directly impacts its flavor and nutritional quality. To address this, we integrated a vacuum-sealed inner layer that protects the rice from moisture and air, ensuring that consumers receive a fresh product.However, simply focusing on functionality wasn't enough. We wanted the packaging to also be visually captivating and to tell the story of Wuchang's rice fields. The outer layer was designed to provide an artistic canvas, allowing us to showcase the golden rice stalks and the brand's essence without compromising the vacuum seal.This two-layer approach not only enhances functionality but also elevates the unboxing experience for the consumer. When they open the outer layer, they’re met with a visually pleasing design that speaks to the product’s premium quality. The contrast between the sleek, protective inner layer and the artfully designed outer layer creates a sense of discovery and reinforces the message of purity, freshness, and luxury. This combination ultimately reflects the harmony between traditional farming practices and modern packaging technology, highlighting our commitment to quality and sustainability in every detail.
Our team was deeply inspired by the unique duck-based farming methods in Wuchang. Ducks play a crucial role in controlling pests naturally, eliminating the need for harmful pesticides and preserving the purity of the rice fields. This sustainable farming practice reflects a commitment to environmental stewardship and traditional agricultural methods.To convey this story, we incorporated subtle illustrations of ducks alongside rice stalks on the packaging. This detail serves as a visual nod to the ecological harmony present in Wuchang’s rice cultivation. By including this element, we aim to inform consumers of the eco-friendly and organic methods behind the product, helping them connect with the brand’s values of purity, sustainability, and respect for nature. We believe that highlighting this aspect enhances the authenticity of the product and builds trust with consumers who value transparency and environmental consciousness in their purchases.
The decision to use a cube-like form factor for the Organic Rice Bag was guided by both practical and aesthetic considerations. Traditional rice packaging often comes in bulkier, less structured forms, but we wanted to create a package that was not only visually appealing but also user-friendly and distinctive on the shelf.This compact, cube-like shape enhances the product's premium feel and provides a clean, structured look that aligns with the minimalist aesthetic we envisioned. From a practical standpoint, the dimensions (100mm x 200mm x 50mm) allow for efficient stacking and storage, which is convenient for both retailers and consumers. The structured shape also reinforces the impression of quality and care, as it suggests that each bag is carefully crafted and purposefully designed.Additionally, this unique form factor contributes to the overall design narrative by reflecting the careful and thoughtful approach taken in both the farming and packaging processes. Just as the rice is grown with attention to detail and respect for nature, the packaging is crafted to honor and highlight that story in a visually refined way. This shape invites consumers to see the product as a premium, gift-worthy item, making it stand out as a representation of Wuchang's traditional values blended with modern, eco-friendly design.
The year-long research period in Shanghai from September 2019 to September 2020 was invaluable in shaping the final design of the Organic Rice Bag. During this time, we conducted extensive market analysis to understand consumer preferences, especially within the high-end, health-conscious demographic. Our goal was to create a packaging design that would resonate deeply with consumers who value premium quality, environmental responsibility, and authenticity.We found that these consumers favored minimalist, elegant packaging that communicates purity and sophistication without excessive embellishment. This insight drove our choice of a clean design with a warm, natural color palette and simple illustrations. Consumers also expressed a growing preference for products that transparently highlight their origins and sustainable practices, which led us to incorporate details like the depiction of duck-based pest control—a unique aspect of Wuchang’s organic farming that adds an authentic story to the product.Additionally, our research highlighted that packaging structure and convenience were key factors in consumer purchasing decisions. The compact, cube-like shape was a direct response to these findings, providing a design that is easy to store, visually striking, and suitable for a premium product. This research period allowed us to align the packaging with market demands while remaining true to the brand’s values and storytelling, resulting in a design that connects with consumers on both emotional and functional levels.
Achieving the sophisticated matte surface finish and golden printing on the Organic Rice Bag involved both technical challenges and intentional creative choices. We wanted the packaging to have a refined, luxurious look that would appeal to consumers seeking premium organic products. The matte finish was chosen for its soft, natural texture, which complements the organic and eco-friendly essence of the rice and reflects the purity of Wuchang’s fields.One of the primary technical challenges was ensuring that the matte finish would still provide durability and protection for the product. Matte surfaces can sometimes be prone to scuffing or wear, which could detract from the premium appearance over time. To address this, we worked closely with our production partners to select a high-quality matte material that balanced aesthetics with resilience, allowing the packaging to retain its fresh, clean look even after handling.The golden printing was also a carefully considered decision. We chose gold not only to reflect the golden rice fields of Wuchang but also to evoke a sense of elegance and exclusivity. The challenge here was to achieve a crisp, vibrant gold that would stand out on the matte background without losing its luster. This required experimenting with various printing techniques and materials to ensure the gold maintained its richness and sheen. The final result is a balanced contrast between the matte and metallic elements, creating a sophisticated visual effect that enhances the product’s premium feel and reinforces the brand’s story of quality and tradition.These technical and creative efforts resulted in a packaging design that is not only visually appealing but also durable and functional, embodying the values of the product while delivering an elevated experience for consumers.
The transparent corner window on the Organic Rice Bag was a deliberate choice rooted in our philosophy of fostering consumer trust and emphasizing product authenticity. We believe that transparency—both literal and metaphorical—is essential in building a genuine connection between the brand and its customers. By allowing a glimpse of the rice itself, we offer consumers a sense of reassurance, inviting them to see the quality of the product they’re purchasing firsthand.In a market where packaging can sometimes be more about hiding than revealing, this small window serves as an honest gesture. It aligns with our commitment to authenticity, providing a direct connection to the natural purity of Wuchang's rice. The window subtly reinforces the organic nature of the product, emphasizing that nothing is hidden and that what’s inside is as pure and high-quality as the outside suggests.This design choice also reflects a respect for consumers’ intelligence and their growing demand for transparency in the products they buy. By integrating this feature, we are signaling that we have nothing to conceal and that the rice meets the standards of quality that the packaging promises. Ultimately, this approach to design not only elevates the product’s integrity but also helps build lasting trust with consumers who value authenticity and honesty in the brands they choose.
The collaboration between Japanese design expertise and Chinese agricultural heritage brought a unique depth and richness to the creative process for the Organic Rice Bag. This cross-cultural perspective allowed us to blend the minimalistic and refined approach of Japanese design with the authenticity and tradition of Chinese rice farming, particularly the unique methods used in Wuchang.From the Japanese side, we drew upon principles of simplicity and elegance, focusing on creating a clean, uncluttered design that would communicate purity and quality. The minimalist illustrations of rice stalks and the restrained color palette were influenced by Japanese aesthetics, where every element has a purpose, and nothing is excessive. This approach allowed the design to feel balanced and respectful, ensuring that it didn’t overshadow the product but rather highlighted its natural beauty.On the Chinese side, we sought to honor Wuchang’s agricultural heritage by embedding subtle details that speak to the unique aspects of this rice’s origin. Elements such as the illustration of ducks and the golden tones are a nod to the traditional, eco-friendly farming practices used in Wuchang, which contribute to the rice’s premium quality. Incorporating these details helped convey the authenticity of the product while celebrating the heritage and wisdom of Chinese agriculture.This cross-cultural collaboration fostered a deep respect for both design principles and agricultural values, resulting in a packaging design that feels both culturally resonant and universally appealing. It allowed us to create a bridge between two worlds, using design as a language to tell a story that honors the best of both Japanese precision and Chinese tradition.
The extreme climate conditions of Heilongjiang Province, where temperatures can plunge to minus 30 degrees Celsius, played a key role in shaping the protective elements of the Organic Rice Bag’s design. This unique environment contributes to the rice’s exceptional quality, but it also necessitated thoughtful packaging to ensure that this quality is preserved from field to consumer.One of our main considerations was to create a barrier that would protect the rice from environmental fluctuations during transportation and storage. While rice itself isn’t particularly sensitive to cold, maintaining a consistent internal environment was crucial to preserving its freshness and texture. The vacuum-sealed inner layer was designed specifically to guard against humidity and air exposure, shielding the rice from changes in temperature and moisture levels that could affect its quality.The two-layer structure, with a sturdy outer layer and a vacuum-sealed inner layer, also provides durability and resilience. This design ensures that the packaging can withstand both the harsh winter temperatures of Heilongjiang and the varied climates it might encounter in transit. By considering the unique climate conditions where the rice is grown, we were able to develop a package that not only reflects the product’s high quality but also honors the natural conditions that contribute to its distinct flavor and texture. In this way, the design is both a practical and symbolic protector of the rice’s origins and purity, embodying the resilience and richness of Heilongjiang’s agricultural heritage.
The success of the Organic Rice Bag has highlighted the potential for packaging to serve as a meaningful bridge between traditional agricultural products and modern consumer expectations. This design demonstrates that packaging can go beyond functionality and aesthetics to tell a story rooted in cultural authenticity and environmental consciousness, values that are increasingly significant in today’s market.Looking forward, I envision this approach influencing future designs by encouraging a deeper exploration of each product’s unique origins and production methods. For traditional agricultural products, this means honoring not only the physical characteristics of the product but also the cultural and environmental factors that shape it. For example, incorporating symbols, colors, or illustrations that represent local farming practices, as we did with the duck-based pest control on the Organic Rice Bag, allows packaging to communicate authenticity in a way that resonates with consumers.From an environmental perspective, the success of this design also highlights the importance of using sustainable materials and efficient, protective structures that reduce waste and preserve product quality. Future designs can draw from this approach by choosing eco-friendly materials and packaging structures that emphasize minimal impact on the environment, while still conveying a premium feel.Ultimately, I believe this design approach will inspire more brands to embrace packaging as a storytelling tool that balances respect for tradition with a forward-thinking commitment to sustainability. By valuing cultural narratives and environmental integrity, we can create packaging that not only preserves but also elevates the essence of traditional agricultural products, connecting consumers to the product’s journey in an authentic and responsible way.