Hachitokuya Brown Rice Milk

Hachitokuya Brown Rice Milk

Client: Ishigaki City, Hachitokuya
Design Company: sekilala
Creative Direction: Shoma Terai, loftwork inc.
Art Direction & Design: Atsushi Honda
Country: Japan

It’s like melted rice cake! A healthy drink made of brown rice and brown sugar.

A simple healthy drink made of brown rice and brown sugar. In Ishigaki island, it is widely enjoyed by children and elderly as a drink with a mysterious texture like melted rice cake and gentle sweetness. With 50 years of history as the only brown rice dairy shop on the island, Hachitokuya preserves the traditional methods and tastes. Along with its renewal, the shop changed its sealing method, allowing the product to be enjoyed by people outside of the island.

I participated in the USIO Design Project, an open competition to redesign Ishigaki Island’s speciality products. Chosen from 400 entries, I went to the island, met with the produces, saw the production process, toured the island, and revisited the design.

The product logo depicts the island’s richness in nature and produce. I hope it gives a chance for people to discover, if not rediscover the beauty and charm of Ishigaki island.