“What goes into your mouth must not be wrong.” These are the words of Mr. Fusataro Akikawa, the founder of Akikawa Farm and the company has been true to them since its foundation. 
To embody this philosophy in the design of the packaging of processed products, we have made the content information, which is usually placed on the back of the product, appear prominently on the front of the package as the main design element. The design clearly states that no food additives or other “extras” are being used.
The “Boutaro Green” mountains on the lower half of the package and label are made as if they were a blackboard, and the “fill-in-the-blank” expression on the board are a reminder of the company’s commitment. The white background is also designed to be reminiscent of a textbook or reference book, to provide a fun way to learn about selecting safe food products.

In the identity design, a new brand color, “Boutaro Green”, was set as a new brand color that recalls the good old farm idealized by the first generation of the Boutaro family. In addition, because the company is committed to creating a regional recycling-oriented agricultural model, we designed a logo with a motif of a mountain range in Yamaguchi Prefecture. The cow speckles, a motif inherited from an existing logo, was made to fit the shape of a map of Yamaguchi and part of Fukuoka Prefecture, where the company’s group farms are located. It shows the company’s intention to strengthen its ties with the local area and earn the pride of its community.

For other packaging, except frozen foods, we used the mountain range motif for consistency. Thanks to this, the mountains seem to line up when the products are side by side on the shelves, leaving a strong visual impression on consumers.
Also, when naming the products, we made sure to include a copy of each product’s “commitment”. Product names such as “Carefully Raised Milk and Yogurt” and “Down-to-earth Eggs” incorporate humor while conveying the brand philosophy.

On the cardboard box, we drew an illustration of Akikawa Farm , connected on all four sides. The drawing goes from the ranch to the dining room table, embodying the tagline “Raising, Making, Eating”.
In addition, an infographic was printed on the inner lid to make the process easier to understand. When opening the cardboard box, the philosophy of Akigawa Farm can be understood at a glance.