Cross-Cultural Beer Branding

Launching a new brand into a busy beer marketplace, in the hopes of taking a piece of that market and putting it into your pocket, is an important goal for any brewery. An equally important aim for our client was for this phantom brewery brand to create a cross-cultural connection between people and its beers. We were tasked with creating that connection and bringing the brand to life on more than one continent. The New Hokkaido Beverage Company brand and packaging challenge was multi-faceted: Combine the brewing traditions of Hokkaido, Japan with the storied craft and appeal of brews from the Pacific Northwest; and capture the spirit and essence of Japan’s northern-most island beauty and culture.

Here's what we discovered inspiring the design solution: The rice stalk on his grandmother’s kimono went beyond being symbolic; it also happened to be a specialty ingredient in the beer: Rice grown in Hokkaido. We then integrated it as a key component of the New Hokkaido brand icon.

For the packaging solution, we learned about the culture and art of the native Ainu people. This discovery moved us to honor the culture and lore of Japan. Nimble tree spirits; A phantom with icy breath that freezes victims solid; and the elusive mountain echo that takes the form of a monkey-dog. Each folk tale comes to life with an inventive micro-prose that guides each beer varietal. We chose an illustration studio in Tokyo, whose work is a synthesis of ancient woodblock prints and a bold, modern Japanese aesthetic.

The legends of Japan are important cultural stories we learned from our client who grew up in Japan. He inspired us to honor the pristine beauty of this place and the valuable spirit of each fable. “Brand development was very thorough and thoughtful focusing on bringing to life what was inside me.” – Gustav Dose

As New Hokkaido beer moves across the ocean beyond the U.S. to consumers in Japan and Asia, we’re excited that our packaging and storytelling can connect with a cross-cultural, multi-continent audience. We learned a lot through this process…Thanks Gus! For sharing your life experience of growing up in a different culture and inviting us in from the ground up to help continue the education. Cheers!