めくる花のれん
風に舞う、手でめくれる、というのれんの機能を生かし、にんべんの原点である「鰹節」を、動的な演出で表現しました。削る前と削った後、２つの鰹節の姿をモチーフとし、外側に削り花をプリントした薄い生地を、内側には厚手の生地に本節のどっしりとした姿を配置。風に舞う削り花に本節が透けて見える仕掛けです。裏から見返せば、本節に詰まった「うまみ」がぎっしり。数カ所に隠れた「にんべん」の文字も探してみてください。
MEKURU HANA NOREN
Taking advantage of the noren features of fluttering in the wind or how it must be turned up by hand when someone enters a shop, we have dynamically expressed the origins of Ninben as katsuobushi (small pieces of thinly sliced dried bonito). The motif has been used of two katsuobushi, before and after it has been thinly shaved into flakes. The outside facing noren is made of thin material printed with finely sliced bonito flakes while the noren on the inner side is made of a thicker material that displays a full, weighty piece of high-quality dried bonito. This allows the whole bonito to occasionally show through the flaked pieces as the outer noren, which is made of a made of lighter material, flutters in the wind. If looked at from the backside the delicious taste packed into the bonito is on full display. Please try and find the characters にんべん(＝Ninben) that have been hidden in several places.
CREATOR
遠藤 令子
Helvetica Design株式会社
Reiko Endo
Helvetica Design inc.
株式会社 にんべん
1699年創業
にんべんは、1699年（元禄12年）、日本橋で商いを始め、今年320周年を迎えた鰹節専門店です。創業より、鰹節一筋に暖簾を繋いでいます。ロングセラー商品として、時代に先駆けて市場を創出した「つゆの素」や「フレッシュパック」を擁し、近年ではスタンディングバー・スタイルで本枯鰹節のだしを楽しめる「日本橋だし場」を展開。時代に即した革新を通して、日本の本物の味を現代に伝え続けています。
NINBEN CO.,LTD.
Founded in 1699
Established in 1699 (year 12 of the Genroku era) as a katsuobushi (small, thinly sliced pieces of dried bonito) specialty shop in Nihonbashi, Ninben will celebrate its 320th anniversary this year. Ever since the company’s founding, the shop has displayed a noren depicting katsuobushi as a sign of its continued devotion and commitment to this essential Japanese ingredient. As purveyors of a popular, long-selling product, the company is a pioneer in developing new markets by creating innovative products, such a Tsuyu no Moto (condensed soup base) and Fresh Pack (bonito flakes shaved from dried bonito). In recent years the company opened the Nihonbashi Dashi Bar, a place where visitors can enjoy the taste of genuine high-grade katsuobushi in an eatery styled after a standing-only bar. Through innovation tailored to the times, Ninben continues to share the authentic taste of Japan with present customers.
