Against this backdrop, Coca-Cola wanted to inspire their Agency creative team, third party vendors, and other agencies that worked on the brand by providing them with a unique set of brand guidelines. Rather than developing the stock standard pdf file, we developed a beautifully designed box containing a hand printed document on special washi (Japanese paper) that has the entire Ayataka story (including the guidelines).

When the vendors needed to use the guidelines they were required to take them out of the box, un-scroll the contents, and find the information they were looking for all the while being inspired by the craftsmanship and tradition of the Ayataka brand. This simple and intentional approach sparked the partners to develop similarly inspiring communication materials that were in keeping with the brand essence.

All communication outputs about AYATAKA rolled out on the market were created on the basis of this guideline.

The sales increased by making the communication more efficient.