sake
The brief required a package and label design for the new prestigious Sake product Black Moon, to be launched into the Australian market. This product was marketed towards males in the middle to upper professional demographic. The identity design and packaging was to display the premium quality of the drink and have unique Japanese characteristics.
The Japanese culture was to be displayed through an old Japanese folk tale and formed into a visual system of supporting graphics. The story was about a Samurai Warrior, and his long journey up the mountain to find the magical Japanese sake drink and slay the dragon guarding it, in order to prove his manhood and become the bravest warrior in the land.This story was illustrated on the package as graphics, showing the dragon, the mountain and the scales of the dragon.
The logo in particular showed the Samurai warrior, and his powerful slaying sword, combined with masculine logotype. This was to appeal to the male audience in particular. The package also displayed red & white colours, reflecting the traditional colours of Japan.
