[Design Concept]

This series adopts the traditional Japanese "Ichimatsu" pattern as a unifying design format, reinterpreted through a modern sensibility. The goal was to create visual consistency across the lineup while allowing each product’s individuality to shine. At the heart of this concept is the desire to clearly and memorably express the welcoming character of honjozo sake, the sense of quality upheld by Seto Shuzo, and the distinct personality of the Azumacho brand.

[Design Philosophy: The Symbolism of the Ichimatsu Pattern]

At the core of the design is the Ichimatsu pattern, used consistently across the series. This motif, which extends endlessly in all directions, is traditionally associated with auspicious meanings such as “prosperity of descendants” and “business growth.” I chose this pattern to reflect a heartfelt wish: that this approachable honjozo sake will quite literally spread far and wide, reaching many hands and being enjoyed by people from all walks of life for years to come.

With its grid of four square sections, the Ichimatsu layout also lends itself naturally to organizing information and enhancing brand consistency across the series.

[Color Identity and Recognition]

Each label features a two-color palette—white, paired with a distinct key color that represents the individual product. For example, “Maruhei Blue” uses a vibrant blue, while “Ginmon” adopts a refined silver. This clear visual coding improves both recognizability and memorability at a glance.

[Subtle Pattern Expression through UV Printing]

In the white squares, we avoided color altogether and instead used clear UV printing to delicately embed symbolic patterns for each product. These patterns reveal themselves only when catching the light—creating a subtle interplay of visibility, texture, and discovery. This detail, though quiet at first glance, introduces a refined tactile experience and a contemporary sense of quality.

[Unifying the Series: Brand Identity at the Top Left]

To reinforce unity across the lineup, the top-left square features the dynamic handwritten Azumacho logo alongside the brand's traditional red seal. This consistent placement serves as a powerful visual anchor, representing Seto Shuzo’s enduring identity, proud heritage, and unwavering commitment to quality.

[Expressing Individuality: Colors and Symbols]

To differentiate each item within the series, we varied three key elements:

• Key Colors:

"Maruhei Blue" uses a vivid blue; "Ginmon" features an elegant silver—each instantly conveying the character of the product.

• Symbolic Motifs:

The transparent UV-printed circular emblems in the white area differ for each product, adding layers of meaning and distinction.

• Product Names:

Displayed in the bottom-right square in a clean, modern typeface—names like “MARUHEI BLUE” and “GINMON” ensure clarity and legibility.

[Our Vision for the Series]

Through this design system, we aimed to reinterpret traditional Japanese motifs in a way that fits seamlessly into modern lifestyles. From visual harmony when displayed side by side, to ease of selection on the shelf, every aspect was considered.

This series aspires to embody the approachable nature of honjozo sake, the craftsmanship and quality of the Azumacho brand, the balance of tradition and modernity, and stories rooted in the brewery’s history. Like the Ichimatsu pattern that expands outward without end, we hope this lineup will continue to reach new hands and hearts—from first-time sake drinkers to seasoned connoisseurs—and be loved for generations to come.