We undertook the product branding through an initiative to utilize the “Shingin rice polishing” developed by Satake Corporation along with “regional characteristics.”
“Hajime,” which represents the opening of a stage play, was inspired by the brief moment when the spotlight appears as the curtains open. This product marks the first collaborative effort between us, Thinkforme, and Hiroshima Fermentation Joint Research Association, symbolizing the beginning of this project. We designed a single label that can be used for both “namazake” (unpasteurized sake) and “pasteurized” sake, aiming for a unified look across the entire product line with packaging that is “not typical of sake,” including a sustainable box.
This unique endeavor combines Hiroshima-born technology with the distinctiveness of each brewery.
Photo by Noriaki Maeda