Concept branding for a Japanese beer company named after the mythical Japanese fox, looking to market an imported beer to the American consumer while staying true to its roots and modernizing the game. The two brews are named after the two classifications of kitsune; the "Zenko," or "good fox," is benevolent while the "Yako," or "field fox," counterpart is mischievous. The vertical writing on the labels reads "sekai ichiban," or "world's best."