ひとりの新規就農者。小さな案件からも「メジャー感」を創出。

When I was invited to speak at a seminar for female farmers, I met Hiromi Sasaki, a newcomer to farming. She expressed her desire to have a professional create her logo rather than designing it herself.

As the snow began to melt, I received her request, and early in spring, I visited her tomato greenhouse to present the logo. She came up with the name "Ishikari Minori Farm" herself, and I provided some advice. Originally, her idea was "Hiromi's Farm," but I suggested that a brand name with a regional feel would make a stronger impression for building connections and gaining broader recognition as a farm business, rather than using her personal name.

After finalizing the logo, the next step was designing stickers for her mini tomato packaging, gift boxes, point-of-purchase displays, and shop cards. Ms. Sasaki had once studied art, so she had a keen eye for design, yet she listened attentively to our explanations and was very respectful. This communication was essential. You could say that whether a strong concept becomes a successful design that boosts sales hinges on this communication chemistry.

In addition to producing and selling mini tomatoes, Ms. Sasaki also began developing a tomato-based ice cream. It was a fast-paced, "sixth-industry" challenge characteristic of a new farmer's ambition. I named it "Gelatoma, Farmer's Gelato." I also suggested using shaved ice cups for the containers. Though it was as simple as applying a sticker to the lid, the design allowed the ice cream to be seen, giving it perceived value above its price. I believe that design is about imagining not only the product but also its distribution, sales channels, and the end customer. I entrusted the task to Mr. Abe from Studio Third for promotional photos. The result successfully conveyed a polished image.

(By Kosuke Ikehata)