SOME

SOME

Client: Morioka Aronia Union
Design: Homesickdesign
Creative Direction:　Ayako Kumagai
Design/Art Direction: Kenichi Kuromaru
Country: Japan

"SOME SOME" is an authentic smoothie made with aronia, a rare fruit produced in Sunagozawa, Morioka City. Most of the vegetables and fruits other than aronia are procured from producers throughout Iwate Prefecture. These delicious ingredients are frozen while they are still fresh.

The brand name "SOME" is derived from the Japanese homonyms "初め(SOME)" and "染め(SOME)" and the English word "SOME". It expresses the hope and determination for a future in which local aronia-based communication will reach people and permeate their life, just like how clothers are slowly dyed.(染め）

The package uses rough and random graphics. The fruits and vegetables are cut into large pieces for the smoothie kit. The design is bright and light, to encourage people to reach for aronia, which many people encounter for the first time, without hesitation.