Grass roots bark drink KUSAWAKE (KUSAWAKE / HINATA)

Grass roots bark drink
KUSAWAKE
(KUSAWAKE / HINATA)

Client: KUSAWAKE (good drinks kino)
Design: YANOBI
Creative Direction / Art Direction: Yashima IDE
Design: Yashima IDE, Minako KITAHARA
Photography(top image): Shuhei Tonami, ©kumitate
Country: Japan

Design Concept
It is neither the brand name nor the logo that speaks of the true value of Kusawake. We believe that it is the flavor, aroma, and color that speaks for itself. We have eliminated the previous sticker labels that covered the bottles. By printing only the product name and ingredients directly on the clear glass bottle,the beautiful color of the liquid itself becomes the product name and label.

The gift packaging was designed based on the concept of the purity, plainness, and generativity of Kusawake. We eliminated all unnecessary painting, decoration, and printing, and the minimalist packaging consists only of pristine and natural materials such as wood, paper, and string.

In the single-bottle packaging, a window is placed in the lid to give a hint of the bottle and to make the product name visible. In addition, both the set of one and two-bottle boxes are sealed with string, which creates a sense of gratitude for the giver and a sense of anticipation for the recipient, We hope that you will experience the feelings that go into every drop of the Kusawake.

Product Concept
The brand name “Kusawake” is based on the concept of taking the origin of herbs, trees, roots and bark of the plants and preparing them for use. This is also the source of the brand name “Kusawake” and is the concept that we place great importance on when creating our products.

Every herb, root, and bark has its own aromatic characteristics. It does not assert itself loudly or quietly but surely, has a memorable presence. Others have the characteristic of calming the whole without asserting themselves. These are not always unwavering "signatures". They can be front or back, depending on the environment. If too many people talk too much, they don't cohere. If too many are quiet, they will not take shape.

To be more spontaneous, to show its own aroma, we suggest the best match of its flavor.
We want you to experience the wonderful aroma.