Hakutsuru Shuzo, a long-established sake manufacturer with a history of over 270 years, Hakutsuru Shuzo Co. The company continues to be loved by many fans by providing customers with a wide variety of sake, centering on the reasonably priced “Maru” sake. It is said that the quality of sake depends on “water,” “sake rice,” and “technology,” and Hakutsurunishiki, a type of sake rice developed in-house by Hakutsuru Shuzo, is used to make its sake. Throughout its history, Hakutsurunishiki has inherited and nurtured a passion for sake brewing and an insatiable pursuit of quality.
Shoun, a sake brand using Hakutsuru Nishiki, is the result of the combination of Hakutsuru Shuzo’s traditional skills and its creativity to usher in a new era. Bravis was responsible for the total branding of Shoun, from the brand concept to the brand logo, package design, brand website, brand movie, and sales leaflets.

At the start of this project, we first organized the brand portfolio through a series of discussions with Hakutsuru Shuzo. We carefully interviewed the brewery to learn about the development of each product and the value it provided, and organized the portfolio so that each product could be differentiated from the others.
Then, we implemented the branding of Shoun. The package design depicts a rural landscape of Hakutsuru-nishiki rice paddies in light black ink, expressing the beautiful, high-quality dignity of the Shoun brand. The white lines extending from the bottom represent ears of rice swaying in the breeze, and the cranes flying in the majestic sky are a design unique to Hakutsuru. The brand logo is stamped with foil to express the image of rice paddies glistening in the reflected light. In addition, the brand website and brand movie were designed to convey to consumers the solid commitment and unwavering resolve of the Shoun brand through interviews with multiple stakeholders.
The Shoun brand lineup, Hakutsuru Shoun Junmai Daiginjo Hakutsuru Nishiki grown in-house and Hakutsuru Shoun Junmai Ginjo Hakutsuru Nishiki, won a gold medal for the second year in a row at the 2022 Monde Selection, an international sake competition entered in 2022. This project is one of the projects that symbolize a new step forward for Hakutsuru Shuzo as it expands its activities to the world.

• CLIENT

  HAKUTSURU SAKE BREWING

• SERVICE

  Brand Concept

  Brand Identity

  Brand Movie

  Brand Portfolio Reorganization

  Brand Statement

  Brand Strategy

  Design Concept

  Package Design

  Product Copy

  Web Development

  COUNTRY

  Japan