SUB CATEGORY :

LOTUS ROOTS

COMPANY ENTERING :

HAKUHODO I-STUDIO INC., TOKYO

TITLE :

TASTE FIRST. LABEL SECOND.

BRAND :

MIRAI SAKE STORE

ADVERTISER :

MIRAI SAKE STORE LTD,.

AGENCY :

HAKUHODO I-STUDIO INC., TOKYO

CREATIVE DIRECTOR :

TAKURO NAKAJIMA

ART DIRECTOR :

SAKI KATO

INTERACTIVE DESIGNER :

HAYATO ITAKURA/SAKI WAKATA/AYAKA MITA/MARIKO ITAMI/
TOSHIYA SUZUKI/RYU FURUTA

ACCOUNT EXECUTIVE :

TETSUKAZU KAWAMOTO

STRATEGIC PLANNING MANAGER :

MIKI SENOO/TAKAFUMI KATO

STRATEGIC PLANNER :

KANA SUZUKI

OTHER CREATIVE CREDITS :

M.SASAKI/T.OKIMOTO/T.KIDA/M.KAWAZU/Y.UECHI/T.KANEKO/
T.SUGITANI/K. SHIINA, J/MOCHIZUKI/Y.ODA/S.MURAOKA/
H.TAKAYANAGI/S.YOSHIMURA

MEDIA AGENCY :

MATERIAL INC., TOKYO

MEDIA CREDITS OTHER :

YURIKA HOTTA/SENTARO YOSHINO/SAKI IWAMOTO/NANA SHIBATA/MAI KUNII

FILM PRODUCTION COMPANY :

TAIYO KIKAKU CO., LTD., TOKYO

DIRECTOR :

RYO WAKIKAWA

CINEMATOGRAPHER :

KEIICHI TOMITA

GAFFER :

MASATSUGU TSUYAMA

FILM PRODUCER :

MAIKO SHIMADA

OTHER FILM PRODUCTION CREDITS :

LEO OTAKE/AKARI KUBOTA/SHUNSUKE NAKAMURA

POST-PRODUCTION COMPANY :

TAIYO KIKAKU CO., LTD., TOKYO

COLORIST :

ATSUHI WAKABAYASHI

OTHER POST-PRODUCTION CREDITS :

MASAHITO ISHIBASHI

CULTURAL CONTEXT EXPLANATION :

SAKE IS A TRADITIONAL JAPANESE LIQUOR MADE FROM RICE AND WATER AND TENDS TO BE SHUNNED BY YOUNGER CONSUMERS, WHO REGARD IT AS A DRINK FOR OLD PEOPLE. SAKE CONSUMPTION HAS DECLINED BY 50% OVER THE PAST 20 YEARS. GLOBALLY IT HAS GAINED CONSUMERS BUT TRADITIONAL BREWERIES ARE ON THE RISK OF DECLINING. MIRAI SAKE STORE IS A DISTRIBUTOR BRAND THAT HANDLES ONLY PRODUCTS FROM 1400 INDEPENDENT SAKE BREWERIES AROUND THE NATION, 1200 OF THEM ARE NOT DISTRIBUTED NATIONALLY ONLY LOCALLY. SINCE SAKE HAS COMPLEX TERMINOLOGY AND MORE THAN 10,000 VARIETIES, CONSUMERS FIND IT VERY DIFFICULT TO MAKE CHOICES. TO RESOLVE THIS ISSUE,
WE WENT BEYOND SIMPLY ADVERTISING SAKE PRODUCTS AND ACTIVATED CONSUMERS BY DESIGNING A 360-DEGREE EXPERIENCE TO CHANGE THE WAY PEOPLE BUY SAKE.

ENGLISH CONTEXT EXPLANATION :

YUMMY MEANS TASTY BUT AT THE SAME TIME CAN MEAN "BLIND"
IN JAPANESE. THIS IS WHY WE DECIDED KEY COLOR TO BE BLACK,
BUT ALSO USED COLORS TO EXPRESS THE EXCITING FEELING WHEN TASTING SAKE. TO ENCOURAGE INVOLVEMENT BY A VARIETY OF DISTINCTIVELY INDIVIDUALISTIC BREWERIES AND SALES OUTLETS,
THE MAIN HAND-DRAWN LOGO AND THE MOTIFS FOR EACH ONOMATOPOEIC EXPRESSION WERE DESIGNED TO HAVE WIDE APPEAL WHILE FEATURING UNIQUE DESIGNS THAT PRESENT AN INTEGRATED BRAND. WHILE THE 12 COLORFUL ONOMATOPOEIC MOTIFS CLEARLY DIFFERENTIATE VARIETIES AND TRIGGER INTUITIVE EXCITEMENT ABOUT THE SOUNDS THEY REPRESENT, THEIR MODERN DESIGNS CREATE A POSITIVE SENSE OF MISMATCH WITH THE TRADITIONAL IMAGE OF JAPANESE SAKE.

URL :

https://yummysake.jp/en