“Press Butter Sand” is a new type of confectionery made with selected ingredients by a unique method called hasami-yaki. Confectionaries made by sandwiching them between iron plates can only be made in small quantities. I was fortunate to be involved from the branding stage of the products to the design of the first shop. The location is along the bustling walkway in Tokyo Station, and its floor area is only about the area of a kiosk. Therefore, the time for customers to interact with the shop is very limited. It is essential to promote the brand as much as possible in a very short amount of time, and for this we decided to narrow down the information to a single theme.
The casting iron used for hasami-yaki is honed and polished every time it is used, and the original appearance of the material starts to emerge. The space was composed with this raw iron material, to capture the true essence of things in the space. This mindset overlaps with the “Press Butter Sand” pursuing the true essence of confectionary making in developing baking methods and selecting the best materials. The wall was designed to showcase a craftsman-like product making with boxes placed carefully one by one into the polished iron shelves. The package design is by the art director Yumiko Kakizaki. The fluorescent-colored label resembles iron melting in high temperature and shares the same theme of “iron” with the space.
The sound of trains running overhead is heard in the shop. The rails are also polished only where it rubs against the wheels, exposing the raw steel. The design conveys the background of the location, Tokyo Station (Japan’s most famous terminal station).
Client / BAKE Inc.
Direction / Seiji Sadakiyo (BAKE Inc.)
Interior design / Fumitaka Suzuki (Yagyug Douguten)
Lighting design / Natsumi Fujii (ModuleX Inc.)
Construction(interior) / JR East Retail Net Co.,Ltd.
Construction(fixtures) / Tanseisya Co.,Ltd.
Kitchen equipment / Mana international.inc
Shop photo / Atsushi Ishida
Merchandise photo / yansuKIM
Photo copy right / BAKE Inc.
