The sake “Miyoshi” was created at a sake brewery in Japan’s Yamaguchi Prefecture that was revived for the first time in approximately 30 years. It is priced at 3,240 yen. It is sold at reputable liquor stores in both Yamaguchi and Tokyo Prefectures. A limited winter brew of 344 bottles featuring a snowman motif went on sale in December of 2017. Miyoshi includes 4 bottles: “Black”, “White”, “Green” and “Miyoshi Winter”. Along with being the name of the 6th generation inheritor of the brewery, who worked to revive it, the name “Miyoshi”, by including the number “3”, also uses Chinese characters to express the importance of that number to sake brewing. The number “3” bears its importance in sake brewing through the 3 ingredients of koji (starter mold), rice and water, as well as through the 3 groups of sellers, buyers, and the world at large; all of whom are indispensable for sake brewing. This number 3 is displayed as a logo on the brewery’s aprons, signs, and posters.
Thought was put into creating a design that could only be made possible by the fact that the brewery had been resurrected in the modern period. With an eye to overseas sales, the Chinese character “三” (3) is being represented by the number “1” horizontally aligned 3 times, thus creating a progressive design not present in traditional Japanese sake designs. In addition, as this logo also refers to the careful sake brewing process and its ingredients, as well as to the link between people and the world around them, it is deeply connected to the brand’s ideals and development. In addition, since the large posters draw attention by setting themselves apart from the traditional image of Japanese sake, it has greatly contributed to increasing the brand’s notoriety. The number “3”, which is very important in sake brewing, has been represented by transforming the Chinese character “三” (3) into a horizontal alignment of 3 number 1s. This number 1 represents the care and attention given to each and every aspect of sake brewing, and also visually expresses drops dripping from the logo. In addition, a representation of a drop cut out from the logo’s paper interlocks with the sake inside of the bottle, forming the full design. The flower laid out daringly is the image over which the fragrance of the liquor spreads.
All following items improved on leaps and bounds. ・Disclose the ideals behind the establishment of the Miyoshi brand ・Contribute to the sales and notoriety of the Miyoshi brand ・Improve the popularity of Japanese sake ・Contribute to the regional revitalization of Yamaguchi Prefecture and bring it to the attention of the world
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