Kyuzaemon-tei

Kyuzaemon-tei

Client: Fujiyasu Brewing Co., Ltd.
Design Company: KATAL SEVEN Co., Ltd.
Creative Direction, Art Direction: & Design: Shoichiro Takei  (KATAL SEVEN)
Copy Writer & Producer: Eriko Kunikata  (KATAL SEVEN)
Photographer: Hiroki Ogusu  (studio WORK)
Country: Japan

Our client, Fujiyasu Brewing Co., Ltd. was established in 1870; and 2020 marks the 150th anniversary of its founding. We named the new brand "Kyuzaemon-tei", after the name of the first founder, Kyuzaemon Fujiyasu and have also created the brand story, based on actual history. For traditional Japanese seasonings, we used “hiragana” as its base. And we used exclusively traditional Japanese design and all the colors, we have realized the "key visual" of this brand.

By choosing the initial letter "fu" of "Fujiyasu" for representing the crane of the auspicious pattern embodied in it the message: to convey our client’s dedication to Heaven by inheriting the ambitions of Kyuzaemon from today. The crane has been considered an auspicious bird as its cries can be heard over a long distance, all the way to the skies, "reaching the skies = reaching the heavenly world.