In this world where it is difficult to have high hopes for the future for some reason or another, especially with the addition of the issue of the coronavirus, can Miyoshi HANA create hope for the future in some form through sake? Having been presented such a major issue by a client, I submitted a proposal and started a project related to the label, starting with the process of producing sake.
I created an overall design for a project spanning 5 years, while keeping in mind forward-thinking, brilliant expressions that provide energy to people, Japan, and the world through Miyoshi’s brimming energy in the same way that Miyoshi revived the sake cellar and also wishing for growth through a collection of experiences. This design involves carefully storing sake that was brewed in 2020 so that it can be mixed with sake that is brewed in later years before being provided so that it is enriched with the passing of the years. It contains a flower that repeats harmonization over 5 years and blossoms while becoming rounded. The label for the first year paired very well with the splendid sake that was brewed based on the brewer’s flexible ideas, resulting in sake that is filled with hope for the future, as people long for each year’s bottle.
By announcing 5 years’ worth of label designs to give people hope for the future, it was possible to properly share concepts, wishes, and thoughts through the labels. These thoughts were transmitted for the bottle for the first year, as many stores sold out through pre-orders. However, there are limits to the sake that was brewed in 2020 of course, and considering that there will be 4 more years’ worth of sake added (for a total of 5 years), there is high scarcity value. Given that it is also possible to sense hope and growth from the graphical labels that represent harmony and flowers blooming, many people have voiced their desire to obtain this series of sake, making this an endeavor that led to energy for Japan.