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.
I stay mesmerized by their works, from product packaging to architecture and interior. However, KININAL demonstrated a complex understanding of social design, so it was impossible to pass by.
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.
Indeed, in the core of KININAL design project lies the goal to resurrect a deserted museum located in 2.5 hours away from Tokyo. Uozu Museum is famous for its Buried Forest, a unique process when trees become fossils in the sand. For 64 years, there hardly have been any visitors — and by reviving the entrance of the museum, creating a meaningful confectionery brand with clean, ecological branding, NOSIGNER has revitalized the future in Uozu and increased the number of visitors by 2.5 times.
In the refreshing, natural aspect of interior and packaging design, all perfectly realized, the team of NOSIGNER has perfectly expressed the vibe of the place, its present and future, cultural and historical points. And while exploring their KININAL shot by shot, you will also get closer to the deep perception of social design as it should be.