In Tobe Town located in the middle of Ehime, Kyowa Syuzou, a sake brewery who faithfully keeps producing sake using the best water and rice available, celebrates its 130^th anniversary. As part of a project organised by Ehime Japanese Sake Association, we were involved in the renewal of the bottle design for overseas exports. We started with re-thinking the name of the product with Toji the chief brewer. Carefully tracing their tradition and what they have been weaving over the years, we gave the product a new name HATSUYUKIHAI‐MON‐. for the design of the bottles, we searched the way to give a new face inheriting the history and identity of the brewery. Eventually, original crests symbolised ‘hatsu (初)’ ‘yuki (雪)’ ‘hai (盃)’ respectively. The three combined the symbol forms the shape of the character ‘hai (盃)’. Initially targeted the overseas sales, this renewal also led to the recognition among young or female Japanese customers.