Kinoene Apple



Kinoene Apple is junmai giojo sake (premium sake with no distilled alcohol added) provided annually as a seasonal product by “Iinumahonke,” a sake brewery located in Shisui, which has been in business for over 300 years. tegusu handled the resetting of the product concept, sales target, and development of the renewed bottle design.

Sake yeast “Kyokai No. 77,” which produces multitudes of malic acid, is used in Kinoene Apple. Malic acid is contained in white wine too. When drinking Kinoene Apple, you can enjoy an exquisite balance of sweetness and sourness, as well as its light aftertaste. With the goal of creating the product image of being “authentic junmai ginjo sake” that you can drink casually, expanding demographic of drinkers and targeting specifically young females, we redesigned the concept and brand image, while maintaining its conventional position as the type of sake to be drunk cold in summer. 


We used apple-shaped bottle neckers that increase product recognition. The product characteristics are printed on the reverse side. The brand name is written in Kanji so that the product maintains a Japanese sake-like appearance. The long and narrow shape of the label we designed creates a light impression. (Japanese paper is used for the label.) 
Client : 株式会社飯沼本家
Producer :  株式会社アンカーマン
Planner, CD, AD : 藤田雅臣(株式会社tegusu)

Client : Iinumahonke Inc.
Producer : Anchorman Inc.
Planner, CD, AD : Masaomi Fujita(tegusu Inc.)

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