| Title | TRIPLE BLACK LAYERED BOTTLE |
| Brand | TAKACHIHO SHUZO |
| Product / Service | TAKACHIHO REI - JAPANESE TRADITIONAL SPIRITS |
| Category | D02. Drinks |
| Entrant | NIHON KEIZAI ADVERTISING Tokyo, JAPAN |
| Entrant Company | NIHON KEIZAI ADVERTISING Tokyo, JAPAN |
| Advertising Agency | NIHON KEIZAI ADVERTISING Tokyo, JAPAN |
| Production Company | SEITARO DESIGN Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Kenji Kinoshita | ADEX Nihon Keizai Advertising | Creative Director/Content Planner/Copywriter |
| Seitaro Yamazaki | Seitaro Design | Creative Director/Art Director/Designer |
| Koji Toda | Freelance | Copywriter |
| Yuko Ohba | Seitaro Design | Designer |
| Takumi Akutagawa | ADEX Nihon Keizai Advertising | Agency Producer |
| Yuki Kumagai | ADEX Nihon Keizai Advertising | Account Director |
| Kizashi Shibata | ADEX Nihon Keizai Advertising | Account Director |
| Kentaro Moriya | ADEX Nihon Keizai Advertising | Account Manager |
| Eri Kiuchi | Amana | Production Producer |
| Tomokazu Sasaki | Nomadica | Photographer |
| Wataru Kitao | Freelance | Photographer |
| Masato Hata | Kakelu | Pr Director |
| Wataru Fukui | Kakelu | Pr Planner |
Moreover, we wanted to visualize this liquor’s attractiveness. That is unique, but is also too technical and difficult to convey to people. The attractiveness is to extremely bring out the flavor inherent in barley of the raw material. It is realized by being made by 3 manufacturing methods as follows: 1. Made with Black Koji-mold which is a kind of Aspergillus oryzae, but not White or Yellow Koji-mold. 2. Using 100% Koji (molt) as main raw material. 3. Distilled under 1 atmospheric pressure. Each of them has the same effect of bringing out the flavor of the raw material.
"Takachiho Rei" is a kind of "Authentic Shochu" which is Japanese traditional distilled spirits. There are more than 1000 competing products in Japanese Authentic Shochu market. Our mission was to design a package which stands out among showy packages of competitive products. However, all we have to do wasn’t just design more showy package. "Takachiho Rei" is a mellow liquor so that it is supposed to be drunk in a moderately dark, silent, and calm situation. Because of that, our design needed to be suitable for a relaxed atmosphere.
We designed the triple black layered package, which is made up of a black bottle, a black label, and a black logo. This represents the 3 methods. The reason we selected black as its theme color was that this product's concept was to go back to the roots of Shochu. Because those are original methods when Shochu was introduced into Japan. Black is described as (0,0,0) in the RGB color model. (0,0,0) is also a symbol of the origin in a 3-dimensional coordinate system. Therefore, we regarded black as the origin of color, and the theme color.
This design was meant to appear differently depending on the viewer's distance from it. Viewed from a distance, the bottle blends perfectly into black surroundings. As you get closer, you notice the lighter black of the label. And more closer, you can make out the outline of the logo mark. By giving a layered structure to information obtained from the package, we enabled this product to attract people in a shop. The faint logo mark makes you feel like looking at the bottle in your hand to recognize its full picture.