• D&AD Awards 2018
    Extended Deadline 28 Feb
  • Extended Deadline
  • 28 February
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Uonumasan Koshihikari

Award: Wood Pencil

Wood Pencil / Branding / Brand Applications: Printed Material / 2007

The North Uonuma region of Niigata Prefecture, Japan, is famous for its premium brand rice Uonuma Koshihikari. The Uonuma region is also known for being the inspiration for 'Snow Country' by Yasunari Kawabata, winner of the Nobel Prize for Literature. The visual works I have created here attempt to express such images – mystical visions of ancient Japan – using actual rice grains. As it is the best brand of rice in the country, I used a circle and the colour red, which are symbolic of the Japanese flag. The shape is based on the Japanese kanji character for rice. The packaging has a novel design, with white wrapping paper on the outside and a semi-transparent box inside that can be used as a rice bin.

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