To restore the declining value of sake.


The Japanese liquor industry sales fell since the 1970's 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.



A new sake designed to look just like a lemon.


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.

広島県の老舗酒蔵を営む親族を持つ三宅 紘一郎さんが立ち上げたベンチャー企業「ナオライ」によるスパークリングレモン酒「MIKADO LEMON」のボトルデザインを手がけました。瀬戸内海に浮かぶ三角島の農場で、農薬や化学肥料などを一切使用せずに栽培したオーガニックレモンと日本酒を原料とし、全く新しい乾杯のための日本酒を作り上げました。レモンの皮の質感をUV印刷によってリアルに再現した帯をボトルにあしらい、素材の瑞々しさを表現しています。また、日本酒のアップセルを実現し、新たな日本酒のマーケットをつくることを目指すブランドであることから、高級なシャンパンを思わせる存在感を演出し、広島特産のレモンを用いたエクスクルーシブな酒であるという商品の特性が直感的に伝わるデザインに仕上げています。

「ナオライ」によるスパークリングレモン酒「MIKADO LEMON」のボトルのロゴにクローズアップした写真
黒い空間に置かれた「MIKADO LEMON」のボトルにクローズアップした写真
黒い空間に置かれた「MIKADO LEMON」のボトルとレモンの皮を再現したラベル

A design representing the region, spreading throughout the country.


The Mikado Lemon bottle clearly expresses an unprecedented type of sake that has won numerous global design awards. We gained recognition as a representative design in the region, awarded as the world's top five liquor designs at PENTAWARDS, and being granted the Hiroshima Good Design Award Grand Prize. Such evaluations of these awards have helped MIKADO LEMON develop a market of clients who love liquor as a luxury item, as a conventional sake like never before.

In the future, by continuing the growth of this liquor, it is our future to look forward to realizing the regional activity of Mikado Island, which is the origin of the organic lemon. Currently, with Naorai, we are researching and developing a completely new method of producing distilled spirits, continuing at a parallel pace to create new experiences of Japanese sake.

これまでにない日本酒であることを端的に表現したボトルは、ペントアワードでお酒のデザインで世界ベスト5に選ばれるなど、数々の世界的なデザイン賞を受賞し、さらにはひろしまグッドデザイン賞グランプリを獲得したことで、地域を代表するデザインとして認められるものになりました。こうした評価も追い風となり、MIKADO LEMONは当初の狙い通り、嗜好品としてのお酒を愛してくれるクライアントを開拓し、従来の日本酒にはない広がり方を見せています。


MIKADO LEMON Official Site 公式サイト:https://mikado-lemon.com/​​​​​​​

机の上にディスプレイされた「MIKADO LEMON」のボトル、二つのレモン、「MIKADO LEMON」が入ったグラスが映った写真

when :
Mikado Island, Hiroshima, Japan
Art Direction
NOSIGNER (Eisuke Tachikawa)
Graphic Design
NOSIGNER (Eisuke Tachikawa, Andraditya D.R.)
Web Design
NOSIGNER (Eisuke Tachikawa, Ryo Fukusawa)
NOSIGNER (Naoki Hijikata)
Kunihiko Sato

Red Dot Award (2017)

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