Naoto Fukasawa- A square drink

Like most consumers, you’ve probably came cross a commercial or product that you have no idea what’s being promoted. Complicated logo, stylish packaging, over use of marketing. Wouldn’t it be nice to look at a product and instantly know what you’re getting?

Japanese industrial design, Naoto Fukasawa is known for his simplicity and terse design concepts. Addressing the gap in our everyday life, with human elements that favour emotion over intellectual. Exposing in precision and detail some of our favourite fruits by capturing the actual fruit’s colour and texture on the packaging (Levenstein n.d) . Fruits such as, banana, strawberry, kiwi and soy-milk were featured at the 2004 ‘Haptic’ exhibition in Japan. Which brings together various disciplines (Architects, fashion designers, product designers, artists, graphics and interior designers) to create products that is substantial to our sense of touch.


Banana: W58 x D44 x H126 mm


  ‘Juice skin’ by Naoto Fukasawa


Strawberry: W55 x D33 x H67 mm

Along with its portability and durability; a juice box, also known as carton or popper . Has gained a widespread of popularity due to its brick-shape containers; made up of unbreakable material and tight seal packaging.

Fukasawa has taken this traditional item and infused it with unfamiliar qualities that appropriate the particular Japanese craftsmanship of simulation. Developed, only to make fake plastic food for restaurant displays. ‘Sampuru’- derived from English word “sample” (Kotaku 2015)  is a century-old craftsmanship that is considered the haute couture of the fake food. All handmade by trained artist- that mimics and creates the menu as it is (Fake Food 2015) . It’s an honest advertising and efficient too; for consumers that finds it hard to decide what to order from the menu. Making the process a lot easier and faster; it’s the definition of what you see is what you get .Ultimately, a lifesaver for non-Japanese speaking visitors to the country. Eliminating the guessing game to just pointing.

sampuru6Sampuru artist

sampuru                                      fake-sushi sampuru-4

Restaurants throughout Japan display these plastic food replicas.

The impeccable production techniques in each item really captures the success of his goal. Getting the colour right is only the first step. Next is texture and the fine details that make it whole. For instance, the particular shade of bright yellow for the banana to the fine detailing that makes the banana juice box appear to be made of actual folded banana skin. He also employed this technique to the kiwi and strawberry. The texture is somewhat a representation of the actual fruit that has been transferred to the juice boxes. From the roughness of the kiwi fruit to the bumpy seeds on the strawberry. All, which welcomes the audience to really question the authenticity of the packaging being real or fake.

Through the use of pun and mimicry in deceiving the audience. Fukasawa has successfully captured the essences of each item to ultimately generate interest and get the audience to identify themselves with the fruit. Looking closely at our constant interaction with the fruits. As Fukasawa says, “I imagined that if the surface of the package imitated the colour and texture of the fruit skin, then the object would reproduce the feeling of the real skin” (Clark, Gil n.d). In relation to his design concept and how it seamlessly focuses on our consciousness, and collective behaviours (Ling 2007). Which, he then incorporated in to the objects. Making you feel as though you have already been acquainted with.

It’s great to see our senses through design. Naoto Fukasawa’s juice box concept seeks to convey design through our mind with the environment without thinking. Allowing thing to becoming second nature.