SAPPORO NEW PRODUCT LAUNCH
To say that we were thrilled when Sapporo approached the team with this project would be a gross understatement. In the works at their brewery was a limited edition craft ale for which they needed a position and identity. The American craft beer game is pretty saturated but the thought of exploring how a Japanese brand would play in that market is supremely intriguing. The brief struck a great balance of suggesting territories but not being too explicit and after learning the clients’ desires to see seasonal and heritage approaches we dove into the project.
The accompanying visuals are highlights of our team’s exploratory from concepting and naming through final packaging. Enjoy!
Phase 1: Positioning and naming exploratory paired with moodboards.
When initially thinking about the positioning of this brand and the suggested “seasonal” and “heritage” territories we realized “seasonal” should work well as it was an amber ale being released in the fall (many commonalities to play with there) but “heritage” would require some refinement to create something truly memorable. After brainstorming we identified Japanese mythology as an inspirational territory as it would provide links to heritage as well as a wealth of offbeat fabled creatures. And with that we were on our way ...
Basan Ale
This name was chosen for the mythological fire-breathing chicken of Japanese legend. In addition to providing a fertile visual style and a strong link to Sapporo’s Japanese heritage, this beer also offers an instantly recognizable name.
Writer: Mike Wienke
Art Director: Ryan Doggendorf
Koyo Autumn Ale
As a fall/winter ale, this concept adopts the name of the Japanese tradition of appreciating the fall colors. In addition to drawing parallels between the deep reds, ambers and other dark colors of autumn and the beer, this name lends itself perfectly to a seasonal beer.
Writer: Mike Wienke
Art Director: Rebecca Lee
Ice Festival Ale
The city of Sapporo is known around the world for their Ice Festival. For this name, we draw on that iconic event in our namesake city to create a uniquely ownable winter beer. In addition to providing a great name for a winter ale, this name creates a microbrew feel.
Writer: Mike Wienke
Art Director: Rebecca Lee
Katana
Drawing on existing Sapporo iconography (the Sapporo tap handle), this name option references the legendary samurai sword. Known for their craftsmanship, elegance and beauty, this name gives the beer a sense of quality and craftsmanship that is equal to that of other Sapporo beers.
Writer: Mike Wienke
Art Director: Rebecca Lee
Nine-Tailed Fox Ale
Taking inspiration from an ancient Japanese legend, this concept name highlights the unique Japanese heritage of the liquid, while also drawing upon the dark amber color (similar to a fox) and the complex taste profile (the nine tails). In addition, the name sounds reminiscent of the naming patterns typically associated with American microbrew beers.
Writer: Mike Wienke
Art Director: Ryan Doggendorf
Shojo Ale
Named for the drunken red-haired sea spirit of Japanese legend, this name option draws on the artform of Noh for inspiration. In addition to drawing color comparisons to the beer itself, this name portrays a creature who is no stranger to Golden Moments.
Writer: Mike Wienke
Dark Cloud Equinox Ale
The changing of the seasons from fall to winter always brings dark clouds bearing darker days. While the dark clouds of fall and winter drive us indoors, they also drive us to spend time together — over delicious beer. This option sheds a positive light on the dark days of winter, while speaking to the dark, cloudy liquid.
Writer: Mike Wienke
Art Director: Ryan Doggendorf
Phase 2: Logo development
After positioning was narrowed and tweaked the team undertook the creation of original marks based on the preferred positions.
Art Director: Rebecca Lee
Art Director: Ryan Doggendorf
Art Director: Rebecca Lee
Art Director: Rebecca Lee
Art Director: Kevin King
Phase 3: Label designs
After further concept refining by the client we proceeded to flesh out potential label designs.
Art Director: Kevin King
Art Director: Ryan Doggendorf
Art Director: Rebecca Lee
Phase 4: Final output & secondary packaging
Stone Warrior struck the ideal balance of Japanese heritage and an American craft-beer naming structure in our clients’ opinion. The Stone Warrior illustration has obvious visual ties to the iconic Japanese samurai but also possesses a headdress constructed of barley and hops to make the figure more ownable to a beer brand.
While attractive in its own right, this line of packaging incorporates some elements of the greater Sapporo brand identity so it will family with their entire line of offerings.
Art Director: Kevin King