red dot award: communication design 2013

Rice Magic Sake Japan

[Sparkling Sake Packaging]

Ninki Inc., Fukushima-ken

GTDI Co. Ltd., Tokyo

head of marketing
Yujin Yusa

creative direction
Henry Ho

graphic design
Atsuhito Enoki

Ulrica Hydman Vallien



After the 2011 Tohoku earthquake and the devastating tsunami, many people in Japan have been working to reconstruct their home towns. Six sake producers from Tohoku are marketing a new series of sparkling sake under the name Rice Magic, hoping to stimulate the economy of their region. Emotionally appealing artworks by the Swedish glass artist Ulrica Hydman Vallien were used for the eye-catching packaging design. The two main colours, red and black, stand for Japan and its undefeatable spirit. The decorative bottles can also be reused as flower vases in memory of the catastrophe.