“THE JAPANESE CRAFT Spirits & Liqueur” series is crafted by meticulous and detailed Japanese artisans, using pure water and unique botanicals in Japan. However, most people think of European or American-made when it comes to craft spirits and liqueur. And Japan-made was not well known.

The idea is to visualize the “spirit” of Japanese craftsmanship. Through the visual, we tried to let viewers take notice that they are Japan-made despite that Western-made spirits and liqueur dominate. We thereby aimed to impress the series as a representative of Japanese liquors.

To impress the series as a representative of Japanese liquors, we chose a motif of “Zen garden”. It's made with raked gravel or sand to represent ripples and make you feel and imagine water without water. This brand poster takes on such an approach. We made an elaborate miniature landscape with painstakingly composed arrangements, only the shadows of floating Japanese seasonal leaves and flowers in the air express a stream flowing below without water. It makes you feel these spirits and liqueur are made of pure crystal-clear water from Japan. This poster has been exhibited in liquor stores, duty-free shops at airports, etc.

This visual demonstrated the dignity of this brand and improved the reputation of Japan-made craft spirits and liqueur. Servings at hotel bars and the number of cocktail fairs increased by about 120% year-on-year. And both the brand affinity rating and purchase intention showed 90% positive.