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Silver Prize [Apex Lin Pang-Soong's prize]
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| Title： |
Fresh Label |
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| Concept: |
With the rising awareness of food safety, more and more people are paying closer attention to food labels. However, do labels reflect the true nature of food? For instance, expired food products are disposed as trash. But the truth is that food does not go bad the instant the use-by date expires. Food starts rotting the very instant it dies. If kept in a good temperature condition, it might be edible even after the expiration date has passed. I have doubts toward the expiration-date culture which rarifies the sense of appreciation towards food. This is a food label which changes based on how spoiled the food is.
The design is in the motif of a sandglass, the symbol of time, in which the sand shifts downward as food perishes. When all the sand reaches the bottom, the barcode will no longer be scannable making the food nonmarketable. It is reliable because false labeling will be difficult as the freshness of food will be directly reflected.
The label has two layers. One layer contains food information and with the other layer contains special ink reactive to ammonia. The ink is made from the pigment of purple cabbages and is safe. |
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| Judge's Comments: |
This hourglass-shaped label has a simple form that is both clever and easy to understand. A practical idea that reflects the current times, it excels as a means of helping ensure food safety. However, as the food's degree of freshness is indicated visually by the label, consumers will avoid foods that have lost some of their freshness, thus increasing the amount of food that goes unsold and possibly visiting a result exactly the opposite of that the designer intended. One also wonders whether this might cause a weakening of humans' innate capabilities in determining hazards visually. |
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| Profile |
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Name of Applicant: |
Naoki Hirota |
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| Year of Birth: |
1983 |
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| Gender: |
Male |
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| Nationality: |
Japan |
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Occupation: |
Designer at Kyocera Corporation |
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Academic history: |
Graduated from Kyoto Seika University, Faculty of Art and Design, Department of Design, Majored in Product Communication Design |
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Awards: |
-2005 Kyoto Style Strategy Design
/ Best Award Winner
-2007 Sapporo Style 2006 Design Competition
/ Received a Prize
-2008 SUS Aluminum Award / Received a Prize
*Design Team “TO-GENKYO”(member: Yuki Ijiri, Koji Takahashi and Naoki Hirota) were formed when they were attending at Kyoto Seika University |
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Collaborator: |
Yuki Ijiri |
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Koji Takahashi |
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