When working on the Japanese packaging design article, I was stunned by the projects of NOSIGNER, a design firm from Yokohama, Japan. This project, founded by Eisuke Tachikawa creates social design projects to change the world for better and establishes different relations between images, ideas, and their physical forms.
KININAL or Ki ni naru is a wordplay that unveils the philosophy of the elaboration. Written as 気になる it signifies “to worry.” And as 木になる it stands for to “turn into a tree/fruit.” The concept itself lies somewhere in between.
In the particular case, KININAL is a cake brand that retains the exact appearance of fruits — kiwis, figs, peaches or strawberries. However, it’s only the top layer in the puzzle of senses, driven by the design team. Wrapped into environment-friendly packaging, they are available in a cake shop under the same name — and this one was to bring the location back to life and popularity.