Living with the mountain and telling the story.
Miyanoya has been serving the mountain and making and serving handmade soba noodles for over 100 years in front of the gate of Mt. Miyanoya is located at the entrance (commonly known as the back entrance) of Hakkaisan, adjacent to Hakkaisan Sonjinja Shrine. The location is wonderful, where you can feel the fragrance of plants and trees, the chirping of birds, and the sound of the wind, all of which give you a strong sense of the power of life. It is a famous handmade soba noodle restaurant that has long been loved by locals, climbers, tourists, and many others.
The fourth generation head of the family has a strong desire to preserve the vast and beautiful landscape of Uonuma with its buckwheat fields, which led to the production of dried noodles using locally grown Uonuma buckwheat flour.
Uonuma is Japan's top rice-producing region, and because it is a snowy mountainous area, the climate with its extreme temperature differences nurtures soba noodles of the same high quality as the rice. The aroma of the buckwheat noodles and the strength of the Uonuma land are brought out by slowly grinding them on a millstone.
The symbol mark of dried buckwheat noodles “Hakkaisan Miyanoya” consists of “8” and “yomiten”. The “yomidan” is used to make text easier to read, so in addition to representing the location of Miyanoya and Hakkaisan, it also embodies our desire to convey the natural splendor of Hakkaisan and Uonuma through the production of soba noodles. The details of the symbol mark also express the uneven mountain range at the top of Mount Hakkaisan. In order to show the pride of being long-loved in this region, everything in the brand design was done with an authentic impression, and the result is as refined yet powerful and simple as Miyanoya's beautiful buckwheat noodles.
山と生きて伝える。
霊峰八海山の門前で百余年にわたり山に仕え、手打ち蕎麦をつくり提供している宮野屋。宮野屋は八海山の登山口（通称裏口）にあり八海山尊神社に隣接。草木の香り、鳥の囀り、風の音など生命の力強さをびしびしと感じられる素晴らしいロケーションです。地元の人はもちろん、登山客、観光客など多くの方に長年愛され続ける手打ちそばの名代です。
魚沼の広大で美しいそば畑のある風景を守りたいという四代目当主の強い想いから、地元魚沼産の蕎麦粉を使用した乾麺作りは始まりました。
日本一の米どころ魚沼は雪国山間地ですので寒暖差の激しい気候は米同様に良質な蕎麦を育ててくれます。それをじっくり石臼で挽くことで蕎麦の香りと魚沼の大地の力強さを引き出します。
干し蕎麦「八海山 宮野屋」のシンボルマークは「八」と「読点」で構成。「読点」とは文章を読みやすくするために使われるものなので、宮野屋と八海山の位置関係を表していることに加え、蕎麦づくりを通じて八海山と魚沼の自然の素晴らしさを伝えていきたいという想いを体現しています。シンボルマークの細かい部分では八海山の頂上の凹凸した山並みも表現した。この地で長く愛され続ける誇りを示せるよう、ブランドデザインのすべてをオーセンティックな印象に仕上げ、宮野屋の綺麗な蕎麦のように洗練されながらも力強さをシンプルに仕上げました。
