On New Year’s Day, the first sunrise aligns with the peak of Mount Fuji, resulting in the mystical phenomenon “Diamond Fuji.” There is a park that has been selected as one of the 100 best locations to view cherry blossoms. Cherry blossoms are also sacred trees that represent the god of sake. 120 years ago, this town produced sake called “Honbishi,”which has since been discontinued. The people from this town believed that resurrecting it would bring vibrancy to Fujikawa City. Its concept is to create encounters, and be thankful for them.

The flourishing of the Fujikawa waterway brought many people to this town, and with that, an abundance of kimono fabric stores. To appeal to our target audience, females in their 30’s, the bottle’s label was created with figured paper that resembles the texture of kimono, a symbol for this town in its heyday. We wanted the brand to be beloved by our target audience, and for it to create new encounters for them.

Number of people reached through Facebook; 38,994

Number of followers on Facebook: 206

550 bottles reserved before its release, amounting to a total of 651 bottles (current as of April 10, 2017)