Mitsuura-Jozo AMAZAKE

Mitsuura-Jozo Amazake

Client: mitsuura-jozo co., ltd.
Package Design Company: mitsuura-jozo co., ltd.
Clear Case Design Company: GOGO Co.
Creative, Art Direction & Design: Kentaro Mitsuura
Clear Case Design: Fumiyasu Yoshino
Country: Japan

“Koji” is an essential ingredient in sake. It breaks the starches in rice into sugars, brings out its unique scent and taste, and tends to have an image that is good for health. For those that enjoy the flavors of koji, and for those that don’t, we offer three flavors: plain, lemongrass and summer mandarin. These refreshing flavors were developed to make it easier and fun for younger consumers to enjoy. The packaging was also designed in a way that appeals to a younger audience.

Rice is a simple ingredient but it offers nutrition and sweetness in the product. To convey the importance of rice, we used a combination of rice grain silhouettes to create a pattern on the bottle. We also incorporated, as part of our packaging, our design from 100 years ago, to add depth and solidify the new packaging as a whole.

Taking future flavor developments into consideration, our design is flexible as we only use colors to convey the flavors of our products. The clear case gift packaging has two variations: 3 bottles and 6 bottles. It showcases the vibrant colors of the products inside which makes it perfect to give as a gift.