Basic Identity Applications




Best of Show + Best of Category + Judge's Pick


Designer and Art Director

Kota Kobayashi


Milos Mihajlovic


Emiliano Granado


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Ippon Matsu Beer
Ippon Matsu Beer

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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.

The mes­sag­ing and design of Ippon Matsu Beer (IMB) has got­ten us noticed on local and inter­na­tional lev­els. From Cal­i­for­nia to Korea to Nor­way to Brazil and beyond. Sup­port­ers are every­where. IMB has been fea­tured in online pub­li­ca­tions for beer and design, and in a cou­ple of design mag­a­zines, includ­ing Com­mu­ni­ca­tion Arts. More recently, TV Tokyo fea­tured a story about IMB and an inter­na­tional dis­trib­u­tor of alco­holic bev­er­ages has con­tacted us with inter­est in con­tribut­ing to our cause. Over­all the atten­tion we earned has resulted in dona­tions and demand for IMB reach­ing past our ini­tial goals and expec­ta­tions. — Milos Miha­jlovic, Head of Com­mu­ni­ca­tion of Ippon Matsu Beer

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