Hiro Sake is a premium spirit, imported from Japan that will distinguish itself in the US market as a traditional Sake spirit with a contemporary style. Its central brand concept—the first premium Sake, imported from Japan to the US to demystify traditional Sake with a simple message and compelling story—needed to be expressed in a way that connects with the international spirits consumer.

Hiro Sake came to Monday Collective—a brand-design partnership that specializes in brand design ideas that are in touch with people and the world we live in—to help it make that connection with the spirits consumer.

A simple brand identity, inspired by traditional Japanese calligraphy, reflects the swift movement of the Samurai warrior in action; a Japanese designer provided cultural insight and inspiration and a Japanese calligrapher (both from Monday Collective’s group of experts) had-crafted the bold, authentic type style; a simple brand icon on the neck of the bottle captures the Samurai in his warrior helmet, as a mark of distinction; and the story extends to the back-of-pack with an illustration of the Samurai warrior in action.

The result differentiates Hiro Sake from both traditional and new spirits by simply expressing its cultural authenticity with a contemporary style that connects with today’s international spirits consumer.