The Japanese liquor industry sales fell since the 1970s and have now dropped to about 1/3 since its peak period. Although the Japanese sake has recently gained popularity, the overall impact is small, where sake industries have been closed for hundreds of years. Although the overseas export volume of sake has increased in recent years, there are many cases where brewers have procured rice from other prefectures. This in comparison to the wine industry, where they have close relationships with local fields and communities, does not make the most of the local culture and other features. In this situation, we questioned what was necessary to disseminate traditional sake loved by many Japanese people, with the charm of the region, to connect the sake industry to the future.

We worked on designing a bottle for "MIKADO LEMON," a sparkling lemon sake, produced by venture company "Naorai" launched by Mr. Koichiro Miyake, who's relatives run a long-established sake storehouse in Hiroshima prefecture. In the farm of the Mikado island floating in the Seto Inland Sea, using organic lemon and sake grown without using any agricultural chemicals or chemical fertilizers, we created a new experience when celebrating with sake. The bottle has a band that realistically reproduces the texture of the lemon peel produced through UV printing, expressing the freshness of the material. The design of the product is intuitively transmitted, as it is a brand that aims to realize the up-selling of sake, to create a new sake market. It was made to be an exclusive sake that uses Hiroshima's specialty lemons to create a presence reminiscent of high-class champagne.