CHAOS to SIMPLE

Stir It Up, Refine It Further

Kramoto Ice, a long-standing ice company founded in 1923 and based in Kanazawa, Ishikawa, has been serving for over a century. In 2024, marking its 101st year, the business transitioned to its fifth-generation owner and launched a year-long rebranding effort.

Issue

Bringing Back Emotion to Ice in a Technological Age

Since the 1930s, the rise of electric refrigerators, home freezers, and commercial ice machines has turned ice from a precious commodity into an everyday convenience. As a result, traditional ice vendors have steadily declined. Amid this shift, Kramoto Ice saw an opportunity—to breathe new life and meaning into what had become "emotionless ice," and in doing so, reimagine the future of the ice business.

Creation

The Process of Making Pure Ice Mirrors How Ideas Are Born

Pure ice is crystal-clear and free of impurities. It’s made by slowly freezing water over 72 hours while stirring constantly—removing even the tiniest traces of air, dust, or contaminants. The result is hard, slow-melting, and visually pristine ice.
At Kuramoto Ice, ideas are formed the same way: turning chaos into clarity. By mixing conflicting elements and challenges, we distill bold, refined concepts. Through in-depth interviews, we put this process into words and rebuilt our corporate website to reflect the DNA passed down since our founding.

Corporate Site

The top page’s first view features photos of ice and Kuramoto Ice Works from past to present, visually expressing the concept of “mix and refine.” The UI adopts a minimalist, inorganic design reminiscent of pure ice, while the photos and videos convey warmth and human emotion. This contrast blends opposing elements that reflect the essence of Kuramoto Ice Works.

https://vimeo.com/1075997562?share=copy#t=0

https://vimeo.com/1029114449?&login=true

Future

Expanding the Value of Ice

In an industry facing decline, Kuramoto Ice Manufacturing has grown into a long-established company with over 100 years of history. This project captures the core DNA behind that growth. Based on this DNA, Kuramoto’s ice is now expanding not only in Japan but also to international markets such as the U.S., Australia, and Singapore. Moving forward, we look forward to uncovering new challenges and further expanding the value of ice.