We have redesigned the seasonal sake “Hime Nigori” and “Hime Hanabi” from sake brewery Chiyonokame (Thousand years turtle) in Ehime, Japan. Established in 1716, Chiyonokame is a brewery with over 300 years of history. While we pay respectful tribute to the rich history of Japanese sake culture, we have also created a new Japanese sake design to match the modern scene.

Our symbol is inspired by a turtle facing us, grains of rice and a rice paddy. The white label is reminiscent of rice grains, and we created a simple typography that matches the blank space no matter what scenery is paired with it. The pink glass represents blooming sakura, and the blue glass is symbolic of the sky and sea during the summer; the frosted glass bottle evokes the imagery of a fine Japanese sake.

Interview clients and understand the product concept. Then conduct a thorough market research. Understand the characteristics of competitors and products. Then build a brand and product identity.

The label was designed with Adobe Illustrator CC. After shooting, the product is retouched with Adobe Photoshop CC and finished. We do everything from design to shooting in our own studio.

A modern and sophisticated design that is not on the classic sake label, has been well received by restaurants with various cultural backgrounds.

It is a new sake design that penetrates not only Japanese cuisine, but also various spaces and diverse culinary cultures.

Yuta Takahashi

Art Director / Designer, working on branding / graphic design / editorial design / packaging design. The features of my work are minimal designs which grasp the essence of materials and remove unnecessary elements.