HANA (flower) is a Japanese sake project with its origins in the coronavirus pandemic of 2020. Would it be possible to create a project oriented towards the future without forgetting the difficult memories of 2020? This was the overarching theme proposed by the brewery. The ultimate goal of the project is to inspire reflection upon the memories of 2020 each year. We decided on a plan to create a reminder every year.
By blending and brewing sake from 2020 with sake from each successive year (for example, a blend of 2020 and 2021 sake, or a blend of 2020 and 2022 sake), we have created a sake project that inspires reflection upon 2020 every year. Then, as the project continues into the future, we have used that design motif to represent the overall sake brewing process in motion. The sake brewing process is labor intensive, but there are no unnecessary steps. Each step is an important part of the overall process. As a result, this project highlights the human connection between the brewer and the consumer, further heightening the project's quality.
By representing the Japanese sake brewing process in animation rather than through live filming, we were able to connect more powerfully with people unmoved by the typical approach. Additionally, by representing the theme of connection visually, we were more easily able to communicate the project's concept. This has had a tremendous impact on the number of international orders received in addition to domestic. We have completed the first year's bottles, and this will be used as display signage in the storefronts as well, thereby effectively connecting the overall creative vision.