Emily Matsuno

Chirimen Chihiro


Chirimen Sansho Chihiro

Brand identity, Packaging, Illustration


Chirimen Sansho is a common specialty dish in Kyoto. Chirimenjyako or Ojayko (written as "ちりめん" for short in Japanese), are juvenile sardines. These tiny sardines are dried in the sun, then flavored and mixed with sansho berries. Many enjoy chirimen sansho over steaming hot rice. 


Chirimen and Chihiro

Chihiro, the founder and owner of Chirimen Sansho Chihiro, had always loved the chirmen her mother had made and was also popular within her friends and neighbors. She wanted to share her mother's special recipe to a bigger audience and decided to start her own chirimen business. Although this is a traditional Japanese dish, Chihiro had lived in the U.S. for a few years and wanted to incorporate unique flavors that was more experimental, such as the white truffle, basil, garlic, tomato, and macadamia nut. Thus, she was looking for a design that stood out from her competitors; a look that portrayed a mixture of Western and Japanese style.