The one with the fish.
Design that resonates across cultures.
Our most thrilling challenge was creating a new brand identity and design that would resonate in two different markets and two cultures – reflecting the premium quality of the sake in the West, while maintaining recognition as ‘the one with the fish’ in Japan.
To help us extract a new brand essence, we worked closely with Akashi Tai’s fourth generation Toji (Sake Master). We immersed ourselves in the culture (and the sake), learning about Japanese design codes and nuances, and discovering the significance of Japanese symbolism and iconography – while simultaneously having to unlearn many of the graphic design rules we employ in the West. Discovering that the fish, the region’s symbolic ‘Tai’, embodies strength, resilience, and curiosity, we aimed to craft a timeless representation of the Tai that would become the brewery’s new iconic brand mark.
A brand ready for the world stage.
What we did: