Joto Sake

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Joto is a range of artisanal Japanese sakes developed for the North American market. To Western consumers, traditional Japanese sake labelling is indecipherable and largely indistinguishable. Joto’s packaging opts for bold colour and infographics describing each sake’s brewing process and tasting notes. The labels are also easily recalled — the customer simply has to remember they had the gold sake, rather than remembering it was a Daiginjo.

The logo developed for the company was inspired by the geometrical minimalism of Japanese design, but contains a visual delight for the sake aficionado. Sake is traditionally drunk from a snake’s eye cup — a white porcelain vessel with two blue rings printed on the inside that allows the drinker to judge the sake’s clarity and purity.

Scope of work:
Brand strategy
Brand architecture
Identity design
Packaging
Point of sale