Its purpose is to spread the message of charity, raise awareness, and help those living in the aftermath of the 2011 tsunami. All profits are donated to the reconstruction efforts in Rikuzentakata, Japan.
To create a beer brand that represents the message of hope and gets people to donate to tsunami relief in Japan.
“Ippon Matsu” means “one pine tree.” The design process was mainly influenced by the story of Rikuzentakata—out of an entire forest that once lined its coast, only a single pine survived. The concept was to incorporate this lone pine tree as a symbol of strength and hope throughout the packaging design. Our solution was to simplify to the purest form. We used one die cut in the shape of a pine tree and no description of the product in order to trigger the viewer’s curiosity and to differentiate it from other commercial products.