Communication

Utsuroi

Extra Form

Country	Japan
Year	2024
Award	GRAND PRIZE
Client	Takeda Shuzo LP
Affiliation	PROGRAF Inc.
Designer	Maho Sekizuka
English	Set of three aged sake made in 2004, 2012, and 2019. When you slide the sleeve, the logo on the package changes from 2004 to 2012 and 2019 by the principle of slit animation. This is a device to let you feel the "transition" concept of this product. The bottle seal expresses the brewing year and the passage of time with silver foil and varnish. The labels are eliminated to emphasise the amber colour of the sake, which is coloured in vintage order. The process of opening the box allows one to reflect on the passage of time and enjoy the changing flavors of sake. We aimed to create a package that adds a new dimension to the enjoyment of sake.
Native	竹田酒造「かたふね」の大吟醸の古酒がセットになった、大吟醸古酒「Utsuroi（うつろい）」。 2004年、2012年、2019年に造られた3つの大吟醸古酒を飲み比べが出来る魅力的なセットです。限定100セットの短命の商品。クラシカルに転ばず様式に囚われない、強く印象に残るパッケージにしたいと考えました。パッケージはスリットアニメの原理を応用。ボーダーの透明スリーブをスライドすることで、2004、2012、2019と醸造年度を示したロゴが刻々と変化するしかけ。時の流れを連想させ、味の移り変わり（うつろい）を感じていただく狙いです。お酒のボトルの封緘は、時の経過をニス加工と銀の箔押しで表現。ボトルデザインはできるだけ装飾を廃し、ヴィンテージ順に色付いたお酒の琥珀色を際立たせ、コンセプチュアルなアソートセットであることを強調しました。箱を開けるプロセスで時の流れに想いを馳せ、酒の風味の移ろいを楽しむ。日本酒の楽しみ方に新たな一面を加えるパッケージを目指しました。ギフトにも自分へのご褒美にも。それぞれの日本酒の生い立ちがわかる蛇腹のリーフレット付き。
Website	prograf.co.jp
Positive Comments
Judging Comments	Utsuroi, designed by Maho Sekizuka, captured the 'Grand Prize' at the Asia Design Prize 2024 for its innovative approach to embodying the concept of time and transition in sake aging. The design skillfully uses slit animation to depict the evolution from 2004 to 2012 and 2019, providing a tactile experience of the product's journey. The jury admired the thoughtful elimination of labels to highlight the sake's amber color, enhanced by vintage, and the use of silver foil and varnish on the bottle seal to mark the brewing year and time's passage. This packaging not only invites reflection on the passage of time but also enriches the sake tasting experience, showcasing a blend of tradition and innovation that significantly adds a new dimension to enjoying sake.

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