PROJECTS

COMPETITIONSUSIO DESIGN PROJECT

2014/11/10Update

Announcing the 10 selected designs with comments by the judges

The “USIO” Project, which epitomizes rich tidal rips where ocean currents truly collide, brought together 431 works depicting background stories to the products and communicating the messages of manufacturers from a broad range of applicants from students to professional designers.
→ Go to the list of the works

Because of a great number of excellent designs, it was hard to make decisions. The designs were finally judged on their representation on how they faithfully incorporate the features of Ishigaki Island, appeal to targets with a view to promoting both at home and abroad, balance with production methods and costs offered by suppliers and, above all, their distinctive uniqueness that amazes judges, and accordingly, the following ten designs were selected.
→Go to open application details

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Selected designs

01.Ishigaki Salt

Name of the creator: IDEA N DESIGN

Concept

Crystal lattices of salt were used for the motif. Since seawater salt is also a product from the sea, “the feel of sea” and “the feel of seashore” are presented. For the outer package, a paper cylindrical box just like a camembert cheese box is proposed in order to produce a high-quality look. If moisture proof is a requirement, salt will be wrapped with a plastic bag or others in the box.

Comments

Every island has its “salt” souvenirs. Therefore, at least placing the emphasis on “Ishigaki Island” is of prime importance. The design is also good in that it is likely to appeal to young people.
(Ms. Atsuko Isamoto, Chairperson and Chief Editor, the Archipelago News)

The pattern on the side of the box looks that of a yukata, producing the feel of Japanese style. I like it because it has impact since we rarely see this type of package for salt. It gives a modern feeling.
(Mr. Chen Wenlong, Taiwan Design Center),

I like a luxury looking design that can be suitable at high-end supermarkets in urban districts. The design is completed with good quality finishes that one might keep this salt handy during cooking in the kitchen.
(Mr. Masamichi Toyama, CEO, Smiles Co., Ltd.)

It is very simple, but looks easy to use and I myself would like to have one. I would like to bring it home as a souvenir.
(Chiaki Hayashi, Loftwork Inc.)

 

 

02.Ryukyu Awamori Liquor Gekkou

Name of the creator: HAM-san

Concept

The package describes the process of how a pack of Awamori liquor reaches its perfection during the lunar cycle of 30 days through the condensation of everything starting from sky to sea, sea to the island and the island to raw material and to Awamaori (Gekkou).

Comments

You can find every type of liquor in the island, but this design is striking, because I’ve never seen one before among those used in island shochu and Ryukyu Awamori. A closer look at the package box shows that design is applied to every detail, such as the phases of the moon, waves and others, which I find very interesting.
(Ms. Atsuko Isamoto, Chairperson and Chief Editor, the Archipelago News)

A design which is unlikely to be conceived in Tokyo.
(Mr. Masamichi Toyama, CEO, Smiles Co., Ltd.)

The design resembles the patterns of indigenous Taiwanese tribal people. I like this kind of pattern because it has a strong traditional image.
(Mr. Chen Wenlong, Taiwan Design Center)

All judges unanimously agreed on this design. This proves that the design was outstanding among a number of entries.
(Chiaki Hayashi, Loftwork, Inc.)

 

 

03.Ishigaki Island Pineapples

Name of the creator: Stoneup-san(Graphika Inc.)

Concept

The design was developed with consideration that the product, including its package, will be widely recognized as the Ishigaki Island pineapples. Photos and illustrations of pineapples were not used in order to differentiate the Ishigaki Island pineapples from those of other regions. We hope that the design will impress people as a package that fully utilize the characteristics of the fruit itself. As a design symbol, the kanji character of ”鳳” from the characters for pineapple, “鳳梨,” is placed in a circle, and the silhouette of Ishigaki Island, the production region, is placed on both sides of the package.
In order to be able to take the Island’s fruits home, a package that holds one pineapple was designed with the inclusion of the fruit (the crown, the leaves on top of the fruit) itself. The package safely protects the fruit and lets the crown stick out in the air. It would be nice to write a farmer’s message, such as the history of Ishigaki Island pineapples and what is behind the delicious taste, on a folded paper tag (green outside, yellow inside) attached around the crown. The box that holds two pineapples uses cardboard that is folded like a cake box with holes on both sides to carry it.
With the bright yellow stripes and the symbol logo, we tried to enhance the branding and recognition of the freshly harvested “Island’s fruit” and pursued a design that can also be used for souvenirs to be taken home by people, both inside and outside the Island.

Comments


Since there are many pineapples in Taiwan and South East Asia as well, the differentiation is necessary, so it would be a good idea to add the image of Japan, along with the regional characteristics. The design is very good because, in Taiwan, the typography of kanji in a circle makes people feel “Japanese.” Also, the leaves of Ishigaki pineapples are neatly shaped and look beautiful, which seems to be fully incorporated into the design.
(Mr. Chen Wenlong,Taiwan Design Center)

I think that the design is not too fancy and is interesting. As long as functional aspects are taken care of, for example attaching strings to make it easy to take home, I think that the pineapples will sell well, since the package has the “wow” impact when given as a souvenir
(Mr. Masamichi Toyama, CEO, Smiles Co., Ltd.)

It is instantly noticeable that the leaves sticking out from the package are those of pineapple. Despite that, there is a feeling of excitement and quality as a souvenir being added to the design, completing the package with a simple but effective finish.
(Chiaki Hayashi, Loftwork, Inc.)

It is cute and the structure looks like it can protect pineapples, so it would also be useful when taking out the fruit, since the package prevents the fruit from damaging.
(Ms. Atsuko Isamoto, Chairperson and Chief Editor, the Archipelago News)

 

 

04.Oil miso paste “Mother’s Andansu Miso Paste”

Name of the creator: Mr. Atsushi Honda

Concept

The product itself is made by human hands for the most part; therefore, the design of the package was also conceived to give the feel of human hands, which is being “wrapped with paper and tied with string.” Since the container is unexpectedly compact, the product name is written on the wrapping bag which is designed to accommodate future developments by changing the layout of letters.

Comments


Since Taiwanese know the letters of “みそ” well, too, this design is easy to understand. It has high-quality feel, as well.
(Mr. Chen Wenlong,Taiwan Design Center)

There is a lot of oil miso paste in other regions, too; therefore, it is necessary to clearly differentiate this product from other miso brands in Yaeyama Islands and Ishigaki.
(Ms. Atsuko Isamoto, Chairperson and Chief Editor, the Archipelago News)

When spread out, it’s a simple square sheet of paper. But along the edge of the paper, there is a courteous message from the manufacturer, explaining about raw materials and saying, “I made this with my grandma,” which naturally communicates the charm of Andansu.
(Chiaki Hayashi, Loftwork, Inc.)

This is good in that it gives the image of a traditional miso pot. The letters gives a sweet impression. There will be no wrapping after removing the paper wrapping first; therefore, adjustments may be required, such as providing a cap, depending on the state of the bottle.
(Mr. Masamichi Toyama, CEO, Smiles Co., Ltd.)

 

 

05.Real-deal Tuna Flakes

Name of the creator: Paz-san

Concept

The original name was shortened and added 100% in the front, so customers can remember the brand more easily.

The first and the most important message of this design is Freshness.
Skin of yellow fin tuna with water drops on it reminds people about fresh fish markets.

In order to create the impressions such Real thing, Honest.On the bottom of the package, customers can see what is inside clearly.

The image of fish skin and meat was surrounded by wooden patterns, just like putting something in a wood box. It suggests how nature and precious of this bag of tuna flakes is.

Comments


I think this is good, because freshness is expressed in the package that is designed to allow people to know the content. It also has high-quality feel.
(Mr. Chen Wenlong, Taiwan Design Center)

This is a magical design that gives an impression of the universe. With its high-quality feel, the product looks ready for display at high-end supermarkets.
(Mr. Masamichi Toyama, CEO, Smiles Co., Ltd.)

It might be better to make a little more adjustment to the grotesque look of the part depicting a fish skin. However, I think this design successfully expresses that it is a fish and barely escapes the risk of giving a creepy feeling, while maintaining reality. From the viewpoint of the manufacturing process of retort pouch food, emphasis was also placed on the design feasibility. I look forward to a brushed up version.
(Chiaki Hayashi, Loftwork, Inc.)

 

 

06.Brown Rice Milk

Name of the creator: Mr. Atsushi Honda


Concept

By using a line drawing consisting of lines, the design shows the ears of rice representing brown rice, as well as the sea and sun of Ishigaki to produce a somewhat nostalgic atmosphere. The design was developed to appeal as the product name and brand logo, by which one can recognize Hachitokuya-san’s brown rice milk.

Comments


When I tried this for the first time, I was first amazed with its taste and remarked, ”this is delicious!,“ and thought that I would very much like to enjoy this drink in Tokyo, too. From these viewpoints, I selected this design that has a high-quality feel and a finish that also fits in with Tokyo.
(Mr. Masamichi Toyama, CEO, Smiles Co., Ltd.)

This is a design that can emphasize a traditional process of manufacture.
(Mr. Chen Wenlong, Taiwan Design Center)

The design is good in that it provides a high-quality feel by effectively utilizing the plainness of the material and the constraints of single-color printing.
(Chiaki Hayashi, Loftwork, Inc.)

 

07.Shiraho Island’s Herbal Tea

Name of the creator: Mr. Tatsuro Hirano

Concept

It sounds so fulfilling to have herbs grown in house gardens and have them as healthy teas as a longstanding practice. I thought that this serves as a strong originality that could not be seen in any other product.
With that in mind, the product was named straightly “Garden’s Herbal Tea,” instead of “Garden Herbal Tea,” by purposely adding the possessive apostrophe, so that the name has more colloquial implications and thereby make people feel closer to the manufacturers. The package has the shape of a house. The colors of the roof vary with the kinds of teas, and the arrangement of several packages expresses the culture of Ishigaki Island where every home has a wide variety of teas.

Comments:


Since “hand-picked from gardens” is a very nice story, it would be good to use a design that has that image. There are many tea products, and I don’t see much difference in other works from the designs of the products currently on the market, but I have a feeling that this one will make someone want to try because it seems to have a story.
(Mr. Chen Wenlong,Taiwan Design Center)

This is a design that will sell well. Since the teas are carefully processed by the hands of grandmas, why not brush up the design of the houses, such as the roofs and side fences, to make them look like the houses of Shiraho village, so that the product will become more unique and one that can only be purchased here.
(Ms. Atsuko Isamoto, Chairperson and Chief Editor, the Archipelago News)

This is a good design for a gift.
(Mr. Masamichi Toyama, CEO, Smiles Co., Ltd.)

 

 

08.Yuki-san’s Brown Sugar Ginger Syrup

Name of the creator: Mr. Yoshiro Nakagawa

Concept

The body label was designed to appeal to the preferences of women, using cute ornaments and curve line illustrations. Paper in warm textures will be used for the label. Overall, a warm color scheme is used to make the product look delicious and produce a soft impression that makes people feel relaxed. In order to catch immediate attention to the name of the product, the title spelled in Japanese is placed simply. Also, the card is attached to the product so that the “goodness of ‘nigori’” and the “special handmade process” can be communicated to consumers in a courteous and easy-to-understand manner.

Comments


A story on the label is a good device to “attract attention.” The product would also attract repeat visitors, because detailed information and stories are often favorite items of women. If someone gives this to me, I would be simply happy. It would also make an excellent gift.
(Ms. Atsuko Isamoto, Chairperson and Chief Editor, the Archipelago News)

This is good in that it gives the impression of being best for sweets, just like something I want to pour onto pancakes.
(Mr. Masamichi Toyama, CEO, Smiles Co., Ltd.)

This inspires the image of a woman buying souvenirs home. I think women like things that have information. Because the impression of the product is slightly similar to that of the existing product in a different product line, the points of differentiation unique to “nigori” need to be examined.
(Chiaki Hayashi, Loftwork, Inc.)

 

 

09.Purple sweet potato pie

Name of the creator: Mr. Shunsuke Keimoto

Concept

The design highlights “the goodness of potatoes themselves” which is the greatest appeal of this product. The appearance of Okiyumemurasaki sweet potatoes themselves, which boasts a bright purple color up to their cross section, is enough to attract people. As a souvenir package, the elements of “being tempted to keep” and “being able to be kept” are very important; therefore, the use of a can instead of paper or box is proposed. Design consideration was given so that emphasis is placed not only as sweets, but also on the potatoes themselves.

Comments


I like the straight-cut cross section as a design, just like the cut edge of a purple potato.
(Chiaki Hayashi, Loftwork, Inc.)

The idea is very interesting. No explanation is necessary, and there is also a high-quality feel to the design, which is good.
(Mr. Chen Wenlong, Taiwan Design Center)

It looks like this can be used for something later. The design is unique in that it seems to exist but actually hasn’t.
(Ms. Atsuko Isamoto, Chairperson and Chief Editor, the Archipelago News)

This is a package, the use of which after it is emptied can be imagined; that is, because the package is a can, it shall be of a simple design, preferably without printed images or writing and shall be such that seals can be easily removed, so that it can be used for a container afterwards to keep the memories of Ishigaki alive on the desk, and so on.
(Mr. Masamichi Toyama, CEO, Smiles Co., Ltd.)

 

 

10..Hanaori Minsa woven goods

Name of the creator: Stoneup-san(Graphika Inc.)さん

Concept

The product was created with the hope that it can be applied as “Hanaori Minsa” to tapes that we unconsciously use in our daily life. Among those tapes, we planned to print the Minsa pattern on curing tapes that are woven with polyethylene fibers and used for a wide range of purposes. By making use of the original characteristics of the curing tapes that are woven vertically and horizontally, the textures of the woven Minsa cloth are not damaged even after being printed onto the tapes. We hope that people, including men and women of all ages, will enjoy the charm of “Minsa” on such occasions as moving and packing. We would like to sell the product in combination with pouches for the tapes.

Comments


This is very interesting.
(Mr. Masamichi Toyama, CEO, Smiles Co., Ltd.)

Although this is not a real Minsa cloth, this is an interesting approach in the context of the branding of “Minsa.” If the Minsa cloth itself gains popularity inspired by these tapes, I see potential in this product as an approach to increase the overall need for woven products for which the development of new products has been difficult in terms of cost.
(Chiaki Hayashi, Loftwork, Inc.)

Local people and fancy stores in Ishigaki can use a little bit of this product for their own packages. It is a unique idea in terms of broadening the audience.
(Ms. Atsuko Isamoto, Chairperson and Chief Editor, the Archipelago News)

There are original goods at the museum in Taiwan, which include the tapes with printed characters used in traditional red seals. They have become a boom now and as many as tens of thousands tapes are sold a month. I think people love this kind of story behind these tapes.
(Mr. Chen Wenlong, Taiwan Design Center)

 


Comments from judges


It was very interesting to see the works that look at Ishigaki from various directions, including “Ishigaki Island” viewed from Taiwan and “the Island-ness” viewed from Tokyo. There were works that were designed by viewing Ishigaki from various angles, which I think will delight the people of Ishigaki.
(Ms. Atsuko Isamoto, Chairperson and Chief Editor, the Archipelago News)

I thought this is a good attempt. The project certainly brings together the designs which are different from those seen in Tokyo or urban cities and make the best use of the benefits of the remote island of Ishigaki Island, and the designs will be completed with realistic and better values. Sales of each product could improve, as well.
(Mr. Masamichi Toyama, CEO, Smiles Co., Ltd.)

It is a very interesting approach to create something new by requesting proposals from designers from Tokyo, Taiwan and from various regions under the theme of the traditional local products of Ishigaki. In this review, there were a number of works which have a high degree of completion. It is very significant that designers took an interest in the remote island and participated in the design project. We, too, learned a lot from the project and hope to organize a similar event in Taiwan, too. This review is still an intermediate stage. Through further refinement of the selected designs by designers and through actual negotiations and adjustments with manufacturers, it is expected that more sophisticated designs will be completed.
(Mr. Chen Wenlong,Taiwan Design Center)

This was the first time to conduct a review of Japanese local products with the participation of a judge from abroad. Just as one cannot know one’s individuality unless pointed by others, I felt that we ourselves are not quite aware of what exactly the Japanese elements are. This time we consciously reviewed the allures of Ishigaki from an outside perspective, during which, there was “Ishigaki’s viewpoint viewed from Tokyo,” and we were also able to identify “the allures of Japan when viewed from the countries other than Japan” through the review. The selected works were from various areas of Japan and Taiwan. I am really looking forward to seeing what kind of conversations the designers themselves will have when they get together, how they will interact with Ishigaki and in what form the designs will get sophisticated.
(Chiaki Hayashi, Loftwork, Inc.)

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