【Wearing Tradition】Representing Aomori’s Identity Through Beer
[Wearing Tradition] Aomori's Identity Expressed Through Beer
For those of us living in Aomori Prefecture, local traditional crafts and historic summer festivals may be part of our daily lives. However, when the beer we brew travels across the country, it becomes a new, moving discovery for those who pick it up. This is a design story about using a single beer as an entry point for people to encounter the magnificent craftsmanship and true fervor of this land.
Aomori's Craftsmanship and Tradition Living on a Can
Tsugaru Nuri: 300 Years of Dedication and Four Techniques Shared with the World
In collaboration with local Tsugaru Nuri artisans, we created labels that faithfully express four representative styles. By recreating the spotted patterns and elegant textures born from the painstaking manual labor of applying and polishing dozens of layers of lacquer, we delivered the essence of Tsugaru craftsmanship to fans nationwide.
Tsugaru Kogin-zashi: Turning Traditional Stitches into Modern Art
While based on the beautiful geometric patterns of traditional "Kogin-zashi," we developed a hip, street-style label that stands out in the modern craft beer scene. By spotlighting the warmth of the delicate hemp fabric and the precise stitches born from the winter handiwork of farmers, we are sharing its refined charm in a new light.
Tsugaru Vidro: Wearing the Clarity and Colors of Glass
We brought the beautiful appearance of "Tsugaru Vidro," Japan's leading handmade glassware, directly into our label design. By expressing the rich colors that capture Aomori's nature in glass melted at over 1,200 degrees Celsius, we create an opportunity for people to think, "I want to drink beer from this beautiful glass."
Nebuta Festival: Delivering the "Core of Enthusiasm" Without Relying on Easy Words
Instead of simply using the well-known "Nebuta" symbol, we engraved the actual details of the festival—the chanting of the festival musicians "Rasse ra" and the leaping dancers known as "Haneto"—directly onto the can. It is a challenge to help drinkers feel the true intensity of the Nebuta festival.