Japan values its culinary traditions, whether indigenous, adapted or adopted - these traditions are the roots of a cuisine that delights the senses. One of Japan‘s most popular meals is onigiri. Often referred to as a type of Japanese fast food, this dish consists of steamed rice and a variety of fillings. Traditionally, the rice is hand-pressed into triangles or circles and sometimes wrapped in a strip of dried nori to prevent sticky hands. Hard lumps of steamed rice have been found in excavations of ruins in Japan, revealing their deep-rooted history dating back to 2000 years ago. They were probably used as food for foot soldiers and as a simple meal for travelers moving across the islands of Japan. Even today, the simplicity of the idea of onigiri is appreciated. The dish is indispensable for everyday Japanese life, much like a sandwich is in everyday life in the West. Although they may not be widely spread in Germany, they are one of the most popular snacks in Japanese convenience stores, with millions sold every day.
Fujigiri is a (fictional) brand that produces onigiris with the most popular fillings enjoyed in the West. The brand identity aims to bring a little piece of Japan to the West by combining, among other things, Japan‘s most distinctive geographical feature, Mount Fuji, with the historical comfort food – onigiri, which is indicated by the triangular shape. After noticing that most onigiri was wrapped in plastic, I incorporated Kozo Unryu paper, also known as mulberry paper, into this project. The fibres are harvested from the bark of a living mulberry tree, which continues to grow afterwards. It has been used as the main source of Japanese papers for generations, as its special absorbency, strength and texture are effectively used for wood engraving, linoblock or letterpress techniques. To recreate this aesthetic, I carved the illustrations on the packaging out of linoleum and made them into a pattern in Photoshop. By using linoleum illustrations and combining them with a vibrant color palette, the brand hopes to create a fun and friendly visual environment, without losing the history of onigiris.
