Sake culture is one of Japan’s most popular tourist attractions. This presents an opportunity for brewers to expand their business.

Even though there are 20,000 different brands of sake on the market, very few of them are known by name.

Four brewers in Nagoya wanted to change that. They wanted to help non-Japanese tourists enjoy sake, while also remembering the names of their brands.

Taking the traditional “Tribal” tattoo pattern as the base design, we then integrated Japanese characters into this. The sharp shape of the tribal spikes and the "Harai" of the Japanese characters (“harai” is the tip of the Japanese character which resembles the tribal spikes) worked well together as a new design concept which could be read.

This package was used in an event for foreign tourists in August 2016, many people enjoyed the fusion of tattoos and Japanese characters.