岩田デザイン事務所
IWATA DESIGN STUDIO

生ヨーグルトのお酒はごろも

真っさらな土地から始まった酪農の歴史

茨城県の利根川流域。このあたりは戦後、満州から命からがら帰ってきた人たちが入植し、一から土地を開拓して酪農を始めた地域です。敗戦し帰国したけど母国に帰る場所がない。そんな彼らが住むことのできた土地、それが誰も住みたがらない河川敷でした。そこで人は一から土地を耕し、生活を作っていきました。
昭和21年9月、満州からの帰国者たちが佐世保港に上陸します。彼ら帰国者のうち、再び故国の土を踏むことができた人たちは半数以下だったといいます。その翌月、茨城県南部で、のちの大八洲（おおやしま）開拓農業協同組合を立ち上げる人たちが、利根川流域に入植して農業と酪農を始めました。台風での壊滅的な被害、全戸離農の危機を経験しながら、新天地で一から土地を作り、ようやく多額の負債を返済できたのは平成2年だったといいます。戦争が終わりすでに45年。「もはや戦後ではない」と政府が宣言したときから数えて36年です。
その組合がつくった牛乳加工施設が「ミルク工房もりや」です。彼らが、同じ茨城県にある創業400年の田中酒造店とコラボして作ったのが、この生ヨーグルトのリキュール「はごろも」です。アジアのパッケージデザイン賞、TOPAWARDS ASIA 受賞。

Hagoromo — Fresh Yogurt Liqueur

A Dairy Farming History that Began on Untouched Land

Along the basin of the Tone River in Ibaraki Prefecture lies a region where, after the war, people who had barely managed to return alive from Manchuria settled and began clearing the land from scratch to start dairy farming.
They had lost the war and returned to Japan, yet had no place left to return to. The land where they were able to settle was the riverbank—terrain that no one else wanted to inhabit. There, people began cultivating the soil and building a new life entirely from the ground up.
In September 1946, returnees from Manchuria arrived at Sasebo Port. It is said that fewer than half of those who had left were able to set foot again on their homeland. The following month, in southern Ibaraki Prefecture, the people who would later establish the Ōyashima Agricultural Development Cooperative settled along the Tone River and began farming and dairy production.
They endured devastating typhoon damage and even faced the possibility that every household might abandon farming. Yet they continued to create land and livelihoods in this new place. It was not until 1990 that they were finally able to repay the enormous debts they had accumulated. By then, 45 years had passed since the end of the war—36 years since the government had already declared that “the postwar period is over.”
The milk-processing facility established by this cooperative is Milk Kobo Moriya. In collaboration with Tanaka Sake Brewery, a 400-year-old brewery also located in Ibaraki Prefecture, they created this fresh yogurt liqueur, Hagoromo.
The package design received the Asian packaging design award TOPAWARDS ASIA.

「白」の美しさ

The Beauty of “White”

ラベルから紐、掛け紙、掛け紙を外したときに現れるキャップシールまですべて白。生ヨーグルト酒が白に加え、一から土地を耕し生活をつくる、そのまっさらな状態の「白」の美しさをデザインしています。

Everything is white—from the label to the string, the wrapping paper, and even the cap seal revealed when the wrapper is removed.
The design expresses the beauty of “white”: the white of fresh yogurt, and the white of a blank beginning—like cultivating untouched land and building a life from nothing.

特殊印刷

Special Printing

和紙のテイストを持つシールに黒インク（K版）で印刷をしたあと、丸い雫にUVニスによる特殊印刷を施しています。立体感が生まれ、文字の一部にフィルターがかかったような効果を出しています。

After printing in black (K) ink on a sticker with the texture of traditional Japanese paper, special UV varnish printing is applied to the circular droplet shapes.
This technique creates a sense of depth and produces an effect as if a subtle filter were placed over parts of the lettering.