HOTAHIKA
HOTAHIKA
Client: SORA Co., Ltd.
Design Company: Leman Co., Ltd.
Creative Direction: Masaki Nakagawa
Assistant Director: Mariko Morita
Art Direction: K. Watanabe
Copy Writing: M. Saito
Photography: Matthewmark Co., Ltd.
Country: Japan
Brand Details
"Hotaru no Hikari ～ホタルノヒカリ～" was launched in 2015 as a specialty store for delicacies and snack gift sets. It was created as a gift to bring Japan's traditional food culture, “chinmi” (delicacies), to the global stage.
We express product names through the unique worldview of "Hotaru no Hikari." We want to convey many heartfelt messages through our brand. Currently, we have several stores in department stores in Tokyo, and our products are served in JAL's first-class cabins and five-star hotel rooms. With the desire to share Japan's food culture with people all around the world, we focused on branding to make it a global brand. However, there are many more delicious “chinmi” that can't be fully introduced through "Hotaru no Hikari ～ホタルノヒカ リ～" alone. This is how th brand “Hotahika” was born.
Product Concept
There are many delicious “chinmi” in the world that have not yet been introduced to the world. We are developing this product to bring such ingredients into the spotlight.
Design Concept
Art Director's Comment
When designing the product, I set a rule that the cloud formations would be composed entirely of circles and lines so that the product would look soft and solid but not too cute. We also used the clouds as a motif to create a unique character called “Kaminari-sama,” the god of fertility, to give the product a wider storyline.
Creative Director's Comment
We used Kaminari-sama as a visual character. The story is based on the concept that “Kaminari-sama” is a fertility god who rides various clouds (cloud and package visuals) and brings rain and fruitfulness to the earth. The product names are “eccentric names” based on the stories of the things that Kaminari-sama sees and hears. It will be a snack brand that fuses food and character content.
Flavors:
- Cleopatra's Grand Operation (Macadamia Nuts with Ume Kombu Flavor)
- Dropkick ( Giant Corn with Ume Kombu Flavor)
- Blazing Fastball (Binchotan-Grilled Cashews)
- Himiko's Vacation (Kakinotane with Grilled Cheese)
- Dangerous Beauty♡ (Sansho Salami)
- Serious (Written as "Serious")( Fried Squid with Truffle Flavor)
- Goddess’s Night Out (Shredded Cheese with Garlic)
- Kung Fu Hero (Smoked Horse Mackerel)
- Five O'Clock Shadow Husband (Fried Squid with Lemon Flavor)
- Intellectual Glasses and Mozart (Prosciutto Jerky)
- Burning Pompadour (Grilled Firefly Squid)
- Carnival of Love and Passion♡ (Fried Small Fish with Marinade Flavor)
- Female Gang Leader (Sukeban) (Dried Plum with Vanilla Flavor)
- To That Yellow One, I LOVE YOU♡ (Lemon Chips)
- Rendezvous with Earth (Chocolate Nut Mix)
- Crustacean Immnida (Shrimp with Yangnyeom Flavor)
