“Ippon Matsu” means “one pine tree.” In the city of Rikuzentakata, on the northeastern coast of Japan, some seventy thousand pine trees lined the shore and, for decades, they stood as a place of national scenic beauty. On March 11th, 2011, the tsunami nearly swept the entire city off the map. Out of the great forest that once stood, only a single pine remained. For the survivors of the disaster, that one tree became a beacon of hope.
This beer’s design represents a symbol of charity and hope for Japan’s brighter future. A scroll-like, handwritten label seals the top with the story of Ippon Matsu written on the inside. The label is a solitary pine made of three triangles that are facing up, symbolizing the wish for progress in the reconstruction efforts.
The purpose of Ippon Matsu Beer is to spread the message of charity, raise awareness and help the victims of the 2011 tsunami. All profits are donated to the reconstruction efforts in Japan.
Copywriter: Milos Mihajlovic
Photographer: Emiliano Granado
Art Director/Designer: Kota Kobayashi
Location: Rikuzentakata, Japan
Category: Beer, Malt Beverages, & Tobacco