Creative Agency: Creative studio OUWN
Designer: Atsushi Ishiguro
Project Type: Produced, Commercial Work
Location: Yamaguchi, Japan
Packaging Contents: Sake, Japanese wine
Packaging Materials: Paper
In the Nago district, looking out over the Sea of Japan, amid the beautiful sea and abundant greenery of Abu village in Yamaguchi prefecture, the sake called "Miyoshi" was created in 1915. OUWN's Ishiguro used the naming of this Japanese sake, its bottle design, and the tool used in brewing to create a design. The "three" (or, in Japanese, "mi") of "Miyoshi" consists of sake starting mold, rice, and water, as well as the triad of sellers, buyers, and the public. The sake was named "Miyoshi," or "fond of the three," out of a desire for this harmony so crucial to creating Japanese sake. The Japanese character for "three" is featured on the label―but the character is actually that of the numeral "1" repeated three times. Every step in the sake-making process is important, so each must be handled one at a time―with painstaking care. This concept has a firm awareness of that step-by-step process.
Please observe well. The paper label is cut to the mark of a drop. It looks like a window and you can peek at the back of the bottle.