Playing on the word for beer house – Kura – as it sounds like “cra” in craft, we rebranded the product and “kura-fted” the concept around the authentic elements derived directly from the beer house. We even extended the idea into the original brand font, or “typo-kura-phy.” The English alphabet letterforms are “kura-fted” with Japanese ink and techniques just like Iwate Kura Beer is made with Japanese sake tradition for craft beer, which is originated in the western culture. The brand identity use the element of Kanji character means Kura (?) and combined the brand font “typo-kura-phy.” The identity is another example of combining western and Japanese culture using typography to communicate the uniqueness of the brand.

With over a 100-year history in Japanese sake making, our client needed our help to make their amazing craft beer relevant. The brief was to rebrand to bring out the DNA of the client’s unique homemade beer.

We looked to the roots of their brand and discovered their cornerstone in the art of Japanese craft beer making – it is all about the moments in time and uniquely Japanese approach that originates from the Kura, or house, where the beer is made. The single-minded focus on the house of beer attracts the core consumer target who respects the tradition of the Kura and its role in creating an authentic craft beer.