IKIGAI, Japanese Happoshu low- and non-alcoholic versions
Agency: Studio Blackthorns
Creative director: Ludovic Mornand
Project Type: Concept
Packaging Contents: Japanese Happoshu
Packaging Substrate / Materials: Can
Printing Process: Digital printing
Ikigai (生き甲斐) is a Japanese concept that means "a reason for being." Iki meaning "life; alive" and kai meaning "effect;result;benefit;". My concept was to design two different versions of this Happoshu beverage: a low-malt beer version and an alcohol-free one. There are two different organic shapes on the light and the dark design. On the black can, we can see a circle with nice modern gradient effects. This shape reminds us of the Japanese flag. For the white non-alcoholic drink the circle expanded and reveals a different shape. Different designs have been made on the 500ml and 330ml cans to give more dynamism and character to the range.
This japanese Happoshu is a part of Studio Blackthorns' 366 Cans Challenge in 2020.