Bringing Sake to the World Through Design: Behind Hiraizumi Honpo’s Award-Winning ‘nem’ Package
KiQ collaborated with Hiraizumi Honpo, a new branding sake “nem” won the iF Design Award, a German international design award that selects excellent designs for industrial products around the world every year.
Hiraizumi Honpo is the oldest sake brewery in Tohoku and the third oldest sake brewery in Japan. “nem” is a luxury line for the global market. The design concept is “the ultimate elegance beyond time” and Yuzen-shi expresses the story of the land with sake brewery, Kaho-shi, Akita. A stylish design that blends with the luxury scene.
What do you think of the Kikuchi? I asked.
– Kikuchi says, “In order to learn the sense of design, you will be able to understand the goodness of design.” How did you find a good idea to design a bottle of sake?
Kikuchi: Is it possible to win a single shot? I was thinking about what I can tell.
Observation and analysis are necessary to understand the goodness of the design. I received the awards for the design I designed this time, but I noticed that there is a “easy to understand” if you look at the things that have been awarded and evaluated in the past. 2. It is not something that you do not know if you do not gaze for 3 minutes, but it is transmitted immediately when you see it. It is ideal if you convey it to the meaning, but it is very important that you have tried to express it.
This time, nem is designed for the image of what kind of feelings we want to make in the viewers. I felt morous, sparkling and shining at a g , so I was conscious of making it possible to convey it without explanation.
HomeThe person who got the sake is thinking about what kind of feeling it is.
Kikuchi: Imagine and tell people who are taking hands. This time, it was mainly for foreign people in China, but it was important to make the clearness of the sake package design that I could not meet. Not only to convey, but also to convey. I will connect with you.
– The brand name “nem” is connected to Japan and China.
Kikuchi: Yes, “nem / Simmered fish” comes from the theory that the beauty of the Chinese and spring-autumn, and the beauty of the west are forgotten to swim. Matsuo Basho is visited in the elephant lagoon (Kisakata), and he writes a haiku called “elephant lagoon” and “elephant flower” in the rain. The beauty of the view is expressed in the west. It became a brand name that conveys that it is a sake of Kaho to sell limited in the Chinese area.
– How aboutLabels labels?
Kikuchi: The label is designed to draw the curve of the nemu flowers in Basho’s phrase. This is a method of painting a kimono by hand-written by a yuzen master and expressed by gold leaf processing. As I mentioned earlier, it was made by proto ing so that it can convey the gorgeousness, sparklingness and wonder at a g。.
Based on these concepts, iF DESIGN AWARD focuses on “attractive motifs” and “connection with back stories” to reflect international expansion. It was rated that a package form that emits new identities and shine, such as a luxury champagne filled with Japanese spirit, which has never seen anyone.
With more than 500 years of history and skills, Hiraizumi Honpo’s sake is truly “the ultimate taste”. We express our commitment and taste of Junmai Daiginjo, made with time and pineapple. The attractiveness and air feeling of Hirasen that I felt when I visited sake brewery is also good if I felt while enjoying the bottle.
nem purchase page of Hiraizumi Honpo online shopHome
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