Hyottoko is a lager beer named after the spirit of luck, which is represented by a mask and often appears at traditional Japanese dances and festivals.
It is a packaging design that focuses your work down to the smallest detail. The search for art consisted in making a complex work of art that for a long time it was wanted to see and discover the small details that make up the design. The chromatic of it is quite sober, almost entirely in black and white with gold details, that is due to the complexity of the art. In their language, red is incorporated, a very characteristic colour of Japan, which ends up giving that Japanese aura to work. Emi Renzi works a lot on the details and brings experience with oriental style designs. Her approach to her Japanese art makes this design unique and groundbreaking for the category.
This beer is made from 100% malt and a selection of high quality hops. It is a premium lager beer and has an ABV of 5%. The beer is bubbly and deep golden in colour, with a thick, white and dense head. With a light and smooth body, it is an ideal beer to drink cold on summer days.
We tell a little more about the concept and the name of this Japanese beer brand: The Hyottoko mask represents a mythical spirit of luck and joy with a funny clown face. His mouth is almost always round and tilted to one side, because stories about him often show him blowing into a bamboo pipe. In some of the major Japanese traditional dances or festivals, Hyottoko mask dancers play the role of the lucky spirit with joyful and colorful dances.
- Agency/Creative: Emi Renzi
- Article Title: Hyottoko Japanese Lager Beer Branding and Packaging Design Concept by Emi Renzi
- Organisation/Entity: Freelance
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Argentina
- Agency/Creative City: Buenos Aires
- Market Region: Asia, Europe, North America
- Project Deliverables: Art Direction
- Format: Can
- Substrate: Metal
- Industry: Food/Beverage
- Keywords: Packaging japon emi renzi pack beer bier cerveza birra cerveja design diseño art japan
Emi Renzi: Emi Renzi