The FOOD Platinum Pentaward went to the Nosigner agency of Tokyo (Japan) for their packaging of a new type of Udon noodles. They are actually made from dried vegetable marrow, and not from wheat flower. The packaging design is an amusing combination of the shape of a pumpkin and fresh noodles. The style evokes a non-industrial product, quite luxurious, and yet affordable.
This design breaks the mould of what has been traditionally done in Japan for this type of product.