Utsuroi: Sake Packaging That Captures the Passage of Time

Innovative design by Maho Sekizuka redefines luxury sake gifting

Utsuroi is a sake packaging project that stands apart for its conceptual depth and technical ingenuity. Conceived for a limited release of just 100 sets by Takeda Shuzo in Niigata, Japan, the design avoids classical motifs, instead focusing on a modern, minimalist aesthetic. The intention is to allow enthusiasts to immerse themselves in the tasting experience, with the packaging acting as both a visual and tactile prelude to the sake within.

The packaging features three bottles of Daiginjo aged sake, each from a distinct vintage: 2004, 2012, and 2019. What sets Utsuroi apart is its use of slit animation—a technique that animates the logo and brewing years as the box is opened. This dynamic effect symbolizes the passage of time, inviting recipients to appreciate the aging process before even tasting the sake. The bottle seals, adorned with varnish and silver foil, further highlight the deepening amber hues of each vintage, adding a sensory layer to the unboxing ritual.

Material selection and production techniques were carefully balanced to achieve both luxury and cost efficiency. The gift box utilizes double printing with black ink and OP varnish on a transparent polypropylene base, while the bottle seals employ clear varnish and silver foil to accentuate the sake’s color. The minimalist approach, with ample white space and absence of unnecessary decoration, draws attention to the sake’s intrinsic beauty, making the packaging itself a work of art.

Research for Utsuroi focused on transcending traditional packaging boundaries. The slit animation not only serves a functional purpose but also enriches the narrative of time and craftsmanship. By stripping away superfluous elements, the design emphasizes the natural allure of aged sake, while maintaining a significant presence suitable for gifting. This balance of exclusivity and accessibility is a testament to Maho Sekizuka’s innovative vision.

Utsuroi’s design journey was marked by challenges in material selection, cost management, and technical execution. Achieving the deep black animation effect required offset printing with double sumi ink, while the bottle seal’s gloss was meticulously fine-tuned to highlight the vintage’s amber tones. These efforts culminated in a packaging solution that not only protects and presents the product but also elevates the entire sake experience.

Recognized with the Silver A' Packaging Design Award in 2025, Utsuroi exemplifies how thoughtful design can transform a traditional product into a memorable, multisensory encounter. The project stands as a model for how innovation and artistry can coexist, offering recipients a profound connection to the passage of time and the craft of sake making.