Pick of the Launches



Brand owner Akashi-Tai Sake Brewery

RRP £21-£50, €23.81-€56.68, $28.01-$66.70, ¥3095.55-¥7370.36

Markets UK, Germany, US, Japan

Contact e-info@akashi-tai.com

Akashi-Tai, a range of five artisan sakes (14-19% abv), has launched a new identity and packaging design. The design is said to convey the artisan nature of Akashi-Tai, which is brewed in small batches using traditional methods, and positions the brand as an “authentic premium player” on the global market. Design agency Cowan London worked with French artist and illustrator Aurore de la Morinerie and Hirano Sogen, a respected Japanese artist and calligrapher, was commissioned to create the Akashi-Tai kanji brand mark. The challenge was to design for two diverse markets with different cultures, codes and customers.