Ohmine Shuzou Design & Branding OHMINE SAKE by Stockholm Design Lab


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Industry Alcoholic drinks & Tobacco
Media Design & Branding
Market Sweden
Agency Stockholm Design Lab
Creative Director Björn Kusoffsky
Art Director Fredrik Neppelberg
Released April 2010

Credits & Description

Category: i. Own Label and Private Label brands
Product/Service: OHMINE SAKE
Date of First Appearance: Apr 1 2010
Entrant Company: STOCKHOLM DESIGN LAB, Stockholm, SWEDEN
Entry URL: http://www.ohmine.jp
Creative Director: Björn Kusoffsky (Stockholm Design Lab)
Art Director: Fredrik Neppelberg (Stockholm Design Lab)
Project Manager: Ted Bergstrom (Stockholm Design Lab)
Media placement: Bottle - Japan stores and export sales - 100401

Describe the brief from the client
Takeshi Akiyama is a exclusive sake manufacturer based in southern Japan. For generations, his family has produced sake in three qualities; Junmai, Junmai Ginjo, Junmai Daiginjo. . Ohmine wanted to challenge the traditional Sake market and look into new ways of promoting their unique product.

Describe the challenges and key objectives
In order to challenge the market you need to be aware of the codes and
perception of how a sake should look like and feel. When examining stores
and shelves we found out that there was very few products that stood out.
By adding white and removing information/simplifying we would get
recognized. Something that is crucial to a small contemporary Brand as

Describe how you arrived at the final design
The quality of the sake is determined buy the percentage of the original rice grain that is used in the brewing process. The lesser the better. And that is also the core idea of our design. The label on the bottle of the best quality sake, Daiginjo, only shows one single grain. The Unique White bottle has à traditional cap and screenprinted text. In addition to the bottles, we have created the corporate identity.

Give some indication of how successful the outcome was in the market
A lot of attention in Japan, Articles in Elle, GQ, Designers workshop,
pppaper. Increased sales (though still a small production!)
Google search 28,600 result (0.22 sec)
Awards: Swedish Advertising Association Award: Ohmine Shuzou Sake, Silver (Design), 2010
Kolla! Ohmine Shuzou Sake, Gold (Packaging Design), 2010