ROOOOTS is a Good Design Award winning project that began in 2009 to promote specialty products, sustainable regional development, and the creative youthful talents in the Echigo-tsumari area of Niigata Prefecture.

Past winner: Nou-no-mai (rice made in terraced ricefields), by Kenichi Matsumoto. It has gone on to receive the One Show Design and Tokyo TDC Award.

The 2012 competition is now open to anyone interested in redesigning products such as kimonos, food, sweets, sake and other goods specific to the region.

Past winner: Wasanbon – Umi-no-uta (refined Japanese sugar) by Jun Kuroyanagi. It has also received the D&AD Award and Design for Asia Award.

No prior experience with package or product design is necessary, according to the organisers, only great ideas and a love for making things! Those whose entries are selected will work with local businesspeople to produce their designs.

Echigo-Tsumari Art Triennale

Products based on the winning designs will go on sale as original regional brands at one of the world’s largest art festivals – the Echigo-Tsumari Art Triennale 2012 – to be held in July. Previous winners have gone on to win international prizes such as the D&AD Award, Pentawards, Design for Asia Award, and the Tokyo TDC Award.

Echigo-Tsumari Art Triennale

This year’s judges include Akira Onozuka, founder of Japanese fashion label Zucca, and leading designer and art director Taku Sato.

Competition closes on 23 January 2012.

Top image: Tenjinbayashi – Specially Brewed Sake by Jun Kuroyanagi. It went on to receive the D&AD Award, Pentawards, and Design for Asia Award.

For more information, visit echigo-tsumari.jp/eng/activity/roooots