Creative Agency: tegusu Inc.
Planner, CD, AD : Masaomi Fujita
Project Type: Produced, Commercial Work
Client : Iinumahonke Inc.
Producer : Anchorman Inc.
Packaging Content: Sake
Location: Yokohama, Japan
Sake yeast “Kyokai No. 77,” which produces multitudes of malic acid, is used in Kinoene Apple. Malic acid is called “apple acid” in Japanese. Malic acid is contained in white wine too. When drinking Kinoene Apple, you can enjoy an exquisite balance of sweetness and sourness, as well as its light aftertaste. With the goal of creating the product image of being “authentic junmai ginjo sake” that you can drink casually, expanding demographic of drinkers and targeting specifically young females, we redesigned the concept and brand image, while maintaining its conventional position as the type of sake to be drunk cold in summer.
We designed apple-shaped bottle neckers that increase product recognition. The product characteristics are printed on the reverse side. We used large-size Kanji letters for the brand name so that the product can maintain a Japanese sake-like appearance. Yet, the shapes of the letters are designed to be sharp and modern, and that differentiates this sake from conventional Japanese sake. Also we made the label narrow with a soft, round edge, that creates a light impression.