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Kinokomeshi: Award-Winning Packaging Design Celebrates Ehime's Mushroom Heritage and Outdoor Lifestyle

Kinokomeshi, designed by Kikumi Yoshida of Kuuché Design, has been honored with the Bronze A' Packaging Design Award 2025, recognizing its creative approach to revitalizing the image of mushrooms from Ehime Prefecture. Developed in Niihama City, Ehime, the packaging is tailored to attract a younger demographic and outdoor enthusiasts, blending traditional flavors with a modern, eye-catching design. The project began in 2023 and quickly garnered acclaim, including the Creators Club Ehime Award in the packaging category.

The packaging stands out with its vivid vermilion color and gold foil-stamped logo, set against a backdrop of Ehime's iconic mountains. Drawing inspiration from outdoor gear, the design ensures high visibility on retail shelves and in natural settings, making it an ideal gift and a memorable keepsake. The robust construction, using thick, high-quality paper, guarantees durability during transport, even when stacked or shipped long distances, reflecting both the product's premium quality and the producer's dedication to excellence.

Kinokomeshi's packaging was developed through close collaboration with local mushroom producers, ensuring the design not only protects the product but also conveys the care and craftsmanship behind it. The redesign was driven by research into shifting consumer trends, particularly the rise in outdoor activities during the pandemic, allowing the brand to expand its market reach. By combining practicality, visual appeal, and a deep connection to local culture, Kinokomeshi sets a new standard for food packaging that resonates with today's consumers and celebrates the rich heritage of Ehime's natural resources.

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