「ロンドン・インターナショナル・アワーズ 」は1986年に「ロンドン国際広告賞 (London International Advertising Awards)」として設立され、テレビ、プリント、ラジオの3つのメディアを等しく表彰した最初の国際的な広告賞です。2004年には刻々と変化する業界の環境を反映して賞の名称から"広告 (advertising)"が外され、よりクリエイティビティやアイディアを評価する賞に生まれ変わりました。今年は15部門において応募作品が審査され、パッケージデザイン部門において、名誉賞である「銀賞」を受賞しました。今年度は世界76ヶ国から14,106点の応募があり、その中から7%がノミネートされ、その7%の中の1.2%が名誉賞を受賞しました。
London International Awards 2015
Package DesignGraphic Design Product Line Entrant: KATAL SEVEN, Kagoshima
Sho-Ryu (Amami Kokuto Shochu)
"Sho-Ryu (Amami Kokuto Shochu)"
Corporate Name of Client: Harada Syuzo Co.,Ltd.
Client CEO: Takashi Harada
Client Sales Manager: Yuchi Tanaka
Design Company: KATAL SEVEN, Kagoshima
Creative Director: Shoichiro Takei (KATAL SEVEN)
Art Director: Shoichiro Takei (KATAL SEVEN)
Graphic Designer: Shoichiro Takei (KATAL SEVEN)
Project Manager: Eriko Kunikata (KATAL SEVEN)
Photographer: Hiroki Ogusu
Description of the Project:
Our Client was established in 1947. It' is a very small brewery in Okinoerabu Island and has produced Amami Kokuto Shochu made from brown sugar and are of good quality for about 70 years. But they did not sell well, because the client company is very small-scale and located in the far South of Japan. So a small company on a little island needs a way out of the present situation. But the client can prepare a small budget for redesigning.
The client is eager to know and taste Amami Kokuto Shochu, a special product of Okinoerabu Island in all over the world.
The sales are going up, then lead to developments of Okinoerabu Island. So the client decides to redesign for the first time in 30 long years and requests us to create the world-class package design that can express about the spirit and wish of the islanders through the local Society of Commerce and Industry, in Japan.
Sho-Ryu is the name of this Japanese shochu made from brown sugar, that means “Rising Dragon” in Japanese.
The principal crop of Okinoerabu Island is brown sugar and has supported the inhabitants for a long history that filled with distress. Brown sugar is vital and special treasure of the islanders. By the way, Japanese call brown sugar “black” sugar.
A distinctive and mat “black” bottle succeeds to express the essential ingredient of this shochu and the dignity of the craftsmen who have sincerely engaged themselves in this particular distilling process over 5 years for all contents.Its key element is the logo composition for explaining the spirit, passion and wish of the islanders.
“S” and “R”(initials of Sho-Ryu) are expressed in the calligraphic style of Hiragana letter, the rounded Japanese phonetic syllabary. And using this pictogram makes a silhouette of “Rising Dragon”, comes from the name of limestone cave that the islanders has believed in the sacred place.
Furthermore, this pictogram rotates 90°counter clock wise and stands in symmetrical pattern. Finally, the Dragon's Head has appeared.
An alcoholic proof is distinguished by three type of color. Silver is low-proof. Gold is middle-proof. Intense red is high-proof. And finally they became completely one and only in the world.
Just then, Central Federation of Societies of Commerce and Industry of Japan has gone ahead with the project that exports Amami Kokuto Shochu to Europe 3 years ago.
So it is very expected that the package of Sho-Ryu has redesigned. The persons concerned about the famous hotels in Germany highly appreciate this package design of Sho-Ryu and hope to use at their restaurants or bars.
Of course, the domestic need is growing rapidly. Changing new design increased motivation of the workers or craftsmen of the client and improve a company's image. A big challenge of a small island is just getting started.