Raw Yogurt Liqueur HAGOROMO

Raw Yogurt Liqueur HAGOROMO

Client: Milk Kobo Moriya, Tanaka Sake Brewery
Design: Iwata Design Studio
Art Direction/Design: Kazunori Iwata
Country: Japan

The Tone River in Ibaraki Prefecture. This area was settled by people who came back from Manchuria after the war, cleared the land from scratch, and started dairy farming. They returned home after the war but had no place to return to in their home country. The land they were able to live on was a riverbed where no one wanted to live. There, people cultivated the land from scratch and built a way of life.

The milk processing facility they created is called "Milk Kobo Moriya”. They collaborated with the Tanaka Sake Brewery, also in Ibaraki Prefecture, which has been in business for 400 years, to create this raw yogurt liqueur called "Hagoromo”. Everything from the label, to the string, to the wrapping paper, to the cap seal that appears when the wrapping paper is removed, was designed all in white. The raw yogurt liqueur is white, but it is also about cultivating the land from scratch and creating life. We designed the beauty of the 'white' in its pristine state.