Brand Design: Koshi no Kanbai (Part I)

200 miles northwest of Tokyo is Niigata, Japan’s most renowned sake-producing region. Ishimoto Shūzō, a brewery in Niigata city, embodies premium sake craftsmanship. Its signature sake, Koshi no Kanbai (“Winter Plum of Koshi”), poetically describes the verdant region and its resilient plum trees that blossom in harsh winter snow.

Since 1880, the brewery has garnered a reputation for handmade small-batch production and unwavering commitment to quality ingredients and meticulous brewing methods. Their iconic golden ochre-labeled sake has been coveted by enthusiasts for over a century.

In 2014, Koshi no Kanbai launched Sai, its first new sake in forty years, positioned as a light, crisp, and smooth sake appealing to younger drinkers. The same year, I was asked to produce its brand design. What struck me from the onset was Koshi no Kanbai’s classic and iconic visual signature. The label featured a traditional design with blossoming plum trees framing a decorative cartouche that commanded authority, authenticity, and Japaneseness. 

I was very fortunate to spend time in Niigata with the current chairman, Tatsunori Ishimoto, and his predecessor, who has since passed away. They shared their profound respect for the land and acute awareness of their responsibilities as sake brewers within the community. The late chairman emphasized “leaving what we can.” What I took away was their deep sense of gratitude to nature for the clean water and rice that provided their livelihoods. Making sake, to them, was a privilege, and what resulted was a gift to be shared with the community. 

Initially hesitant about a radical rebranding, the late chairman’s respect for tradition guided our approach. The late chairman’s humbleness and respect for the land and its people were things I wanted to carry through in Sai. I sought inspiration from the local landscape that created this quintessential brand and the original logo that carried the brewery for over 120 years. There, I experienced the pristine snow that brought stillness and clarity and witnessed the plum blossoms on snow-laden branches, determined to announce spring’s arrival. It came as no surprise that the poetry of the landscape was very much at the heart of the name and sake of Koshi no Kanbai. 

The new logo is a revitalization of the original. The central element is a stylized snowflake in a hexagonal shape using clean linework. The circular negative space references the region’s famed plum blossoms emerging through snow, symbolizing resilience and renewal. The original calligraphic letters were retained with minor adjustments to maintain brand continuity as well as speak to its history and heritage.

With the late chairman’s blessing after the logo concept was presented, we developed Sai’s branding, including a decorative pattern on the asagi (traditional Japanese teal color) label, inspired by the Agano and Shinano rivers. The ochre color in the pattern is an homage to the original brand color. The intricate linework references the meandering course of the two rivers as well as the flow of people celebrating with sake.

The design of Sai honors the tireless work of our elders while inviting a new generation of sake drinkers. Its soft aroma and clean finish reflects the care and innovation the sake makers give to brewing sake. 

Unfortunately, the late chairman passed away before seeing the full design of Sai and the many rebranding work that followed. My work with Koshi no Kanbai continues to this day, including the design of their new community space. 

Read the next article: Brand Design: Koshi no Kanbai (Part II)