• Kajitsu Taikan Fuyu no Ka Shibori1
Kajitsu Taikan Fuyu no Ka Shibori1

Kajitsu Taikan Fuyu no Ka Shibori

Japan Tobacco

Heart-Warming in Winter
Japan Tobacco (JT), the former government tobacco and salt monopoly, is now a semi-privatized entity. In addition to its core cigarette business, it is also active in the food and beverage industry.

JT's Kajitsu Taikan ('real sensation of fruit') series uses new technologies to extract the original taste of fruit and create particularly tasty juice-based drinks. Fuyu no Shibori ('Winter Squeeze') was the fifth flavor to be launched.

A combination of lemon juice, honey, amanatsu (a grapefruit-like citrus fruit native to Japan, harvested in winter and not widely available) pulp and crushed jelly, it offers a slightly chewy mouthfeel and a taste that is simultaneously sharp and mellow. The sharpness comes from the lemon and amanatsu, the sweetness from the honey, and the texture from the jelly and the fruit pulp. All in all a very satisfying drink.

Creative Response
The package design is based on the 'pleasure of savoring a drink inside a warm house on a cold winter's day' concept. The product name sits on a label made from snow crystals against a yellow background flecked with fruit pulp. With the illustrations of the glistening, dripping honey and the fruits at the base, the whole design is wonderfully comforting and inviting.

- Package Design
Japan Tobacco Other Project
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- Reiryoshitate
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- Kajitsu-Taikan Rio Red
- Kajitsu-Taikan: Tsubushi Ichigo Milk
- Kajitsu-Taikan Series: Kuzushi Aka-Budo
- Kajitsu Taikan Fuyu no Ka Shibori
- Kajitsu Taikan Hoobaru Shiromomo
- Daichi Ga Migaita Kireina Mizu
- Sumomo

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