Ikigai (生き甲斐) is a Japanese concept that means "a reason for being." Iki meaning "life; alive" and kai meaning "effect;result;benefit;". Depending on the region, the concept can have different meanings. Studio Blackthorns focused on the following sentence found on Wikipedia : « bîru ha watashi no ikigai desu "meaning "beer is my lifestyle." Our goal was trying to design a beautiful and modern range illustrating this interesting concept.
The challenge for this project was to design two different versions of this Happoshu beverage: a low-malt beer version and an alcohol-free one.
This graphic work is part of the challenge that Blackthorns has set itself for 2020: design 366 cans of spirits and non-alcoholic beverages.
There are two different organic shapes on the light and the dark design. On the black can, we can see a circle with nice modern gradient effects. This shape reminds us of the Japanese flag. For the white non-alcoholic drink the circle expanded and reveals a different shape. Different designs have been made on the 500ml and 330ml cans to give more dynamism and character to the range.