KIRIN HYOKETSU mottainai - Bravis International

A new series that embodies the Japanese cultural concept of “mottainai”

Hyoketsu® is a long-standing best-selling chu-hai brand that has continued to deliver the “fresh, crisp, and delicious taste of fruit” since its inception.
For Hyoketsu®, fruit is indispensable. At the same time, in recent years, various challenges facing fruit farmers—such as a shortage of successors and climate change—have become increasingly severe.
Against this backdrop, Hyoketsu® launched the “Kirin Hyoketsu® Mottainai Project” in 2024 to help reduce fruit food waste and support farmers.
In Japan, there is a long-standing term, “mottainai,” which embodies the spirit of valuing things and avoiding waste.
In this project, fruit from across the country that is discarded—despite being perfectly edible—due to issues such as failing to meet grading standards is designated as “Mottainai Fruit,” and efforts are underway to use it in chu-hai.
Bravis has been handling the packaging design for Hyoketsu® since its launch and is responsible for the design of the first release in this series, “Kirin Hyoketsu® mottainai Hama Nashi.”

A distinctive feature of the “Kirin Hyoketsu® mottainai” packaging is the illustration of fruit inspired by the diamond-cut design that symbolizes Hyoketsu®.
While conveying a freshness not seen in previous Hyoketsu® products, the gentle, soft-touch illustration expresses a sense of approachability.
Furthermore, by prominently placing the Hyoketsu® brand logo in the upper left corner, the design conveys both the essence of Hyoketsu® as a long-standing brand and a sense of reassurance, even though it is a new series.
With the first installment, “Hama-nashi,” the initiative achieved a reduction in food waste equivalent to approximately 34,000 pieces. Additionally, through a system that allocates 1 yen from the sales of each bottle to support Japanese fruit farmers, a portion of the sales proceeds is used for this cause.
The first release, “Hama Nashi,” helped reduce food waste equivalent to approximately 34,000 pieces of fruit.
Furthermore, through a system that allocates 1 yen from the sale of each bottle to support Japanese fruit farmers, a portion of the sales—5,993,296 yen—was donated and is being used to support the sustainable development of “Hama Nashi.”
The series has continued to expand since then, giving rise to various products that utilize “mottainai fruit” from across the country, such as “Hyoketsu® mottainai Furano Melon” and “Hyoketsu® mottainai Kumamoto Nagori Strawberries.”

A new series that embodies the Japanese cultural concept of “mottainai”

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