Japanese craft beer positioned for the US market
99 bottles of beer on the wall. This is what Gauger + Associates faced at retail when exploring how to differentiate this boutique Japanese brewery. The Agency’s design team and account planners delved deeply into the category, examining the competition and exploring the unique personality of this family-owned craft brewery. Its location is adjacent to an ancient spring, in a region known for its forward-thinking artists, teachers and politicians.
The branding, package design, website and messaging became a story of ingredients, the location and the brewmaster’s craft. It tells a tale steeped in tradition and tempered by entrepreneurial zeal. Yamaguchi’s award-winning brews range from a rice lager, made from ingredients found in the finest sake, to European-inspired Stout. Bold assertive colors and woodcut style graphics jump off the shelf and into the shopping baskets of beer drinkers seeking a new discovery.
Gauger took a cue from the local lore by combining imagery from classic Japanese prints of celebration and merriment with the beers. The posters provide a playful way of adding personality to the brand. The branding recently won the American Graphic Design award, while the packaging received the American Package Design Award.
Tactics
Strategic Planning
Brand Positioning
Logo Design
Graphic Standards
Packaging
Website Design