Natural Shape

Kuramoto Ice is a long-established ice manufacturer in Kanazawa, founded in 1923. We created a promotional film to introduce Kachiwari Ice to international markets.

Issue

Language and Cultural Barriers to Global Expansion

Kuramoto Ice sought to expand overseas with its top-selling Kachiwari Ice—hand-cut ice chunks. However, in foreign markets, the product was often perceived simply as "broken ice," failing to convey its intended value. This cultural and linguistic gap hindered its market appeal.

Creation

Reframing Kachiwari Ice as a Symbol of Japanese Identity

What was initially seen as a weakness—the irregular shape of Kachiwari Ice—was reinterpreted through the lens of wabi-sabi, the Japanese aesthetic that finds beauty in natural imperfections.

The promotional film emotionally conveys how Japanese culture embraces organic forms, presenting Kachiwari Ice not just as a product, but as an embodiment of traditional Japanese sensibilities.