fruitful design

In the wake of Arnell's Tropicana packaging debacle arrives a fruit juice package design that's sure to awaken and inspire the senses. Industrial designer Naoto Fukasawa, formerly the head of IDEO Tokyo, has created packaging that looks and feels like the fruit contained inside. Fukasawa, who established Naoto Fukasawa Design in 2003, asserts that “materials are not the mother of design. Materials and means are the result of thinking how to create a sensuous effect.”

Fukasawa's fruit juice package designs were featured in the Haptic exhibit at the Nippon Design Museum in Tokyo. Curated by Kenya Hara, Haptic combines multidisciplinary works from architects, fashion designers, product designers, artists, graphics and interior designers - united by a common thread of sensory stimulation. “The ancient term haptic refers narrowly to the sense of touch,” says Hara, “but I prefer to use it in a broader sense as something that on sight awakens all the senses.”

Fukasawa currently works as a professor at Musashino Art University and a visiting lecturer at Tama Art University. The recipient of over fifty awards, Fukasawa has authored such books as An Outline of Design and The Ecological Approach to Design.