Description:

Tatenokawa Sake Brewery is a sake brewery founded in 1832, located in Yamagata Prefecture. Their current lineups are all Junmai Daiginjo, for which rice has to be polished more than 50%.
They reframed the architecture of their whole lineups, and this project was for their classic lineups.
To differentiate the classic lineups and the modern ones, we set the concept as “Classic Japanese,” which is quite straight forward but perfect to express their craftsmanship for these lines.
As the common graphic elements for the classic, we placed “Shonai Sashiko” pattern, which was developed in Sakata Area back in Edo era. But we only applied the basic rule to create Shonai Sashiko pattern, and create the completely new pattern of elements which are related to Japanese Sake or the specific product. For example, we created a pattern of “米 (rice)” for the whole basic line, but used one of the letters of the product for the premium line.
By staying “Classic” for this lineups, current customers easily recognize the product as it is close to the current design, but can see the more modernized look.