Aomori Rice | “Harewatari” New Variety

“Harewatari,” the first new rice variety from Aomori Prefecture—Japan’s northernmost mainland region—in eight years, is a smooth, rich rice nurtured in Aomori's generous natural environment. Its pre-release sales quickly sold out, generating significant interest.

To establish this new brand in households and create familiarity among consumers, we needed to develop a cohesive visual identity that would emphasize both its delicious taste and distinctive Aomori character.

We created a key visual featuring papercut illustrations of three migratory birds native to Aomori against a clear blue sky. This design, which freely expands both vertically and horizontally, enables consistent application across diverse media—from packaging and website to in-store promotional banners.