This paper shows a case study for a simultaneous optimization of blank shape and variable blank holder force (VBHF) trajectory in deep drawing, which is one of the challenging issues in sheet metal forming in industry. Blank shape directly affects the material cost. To reduce the material cost, it is important to determine an optimal blank shape minimizing earing. In addition, VBHF approach is recognized as an attractive and crucial technology for successful sheet metal forming, but the practical application is rarely reported. To resolve these issues, the simultaneous optimization of blank shape and VBHF trajectory is performed. First, the experiment to identify the wrinkling region is carried out. Based on the experimental results, the finite element analysis (FEA) model is developed. The validity of the FEA model is examined by using the FLD. Numerical simulation in deep drawing is so intensive that a sequential approximate optimization (SAO) using a radial basis function (RBF) network is used for the numerical optimization. Based on the numerical result, the experiment using the AC servo press is carried out. It is found from the experimental results that the successful sheet metal forming is performed. In addition, it is confirmed from the numerical and experimental result that both the material cost and the forming energy are simultaneously reduced by using the design optimization technique.