Ryū Sake
Ryū Sake explores the role of sake in Japanese culture, its expanding global market, and the existing gap within the UK. By developing a comprehensive brand identity, Ryū Sake aims to address this gap while embracing the Japanese philosophy of mottainai (sustainability). Integrating both digital and physical elements, the brand will enhance market awareness and engagement.
Problem: Despite sake's deep-rooted cultural significance and growing international popularity, it remains an underrepresented and misunderstood beverage in the UK. The lack of brand presence and consumer education presents an opportunity to introduce an authentic, sustainable sake experience to a new audience.
Insight: Overseas demand for sake has surged, with exports increasing by 70% over the past three years. In 2023, the UK imported 402,000 litres of sake, amounting to ¥554 million (£2.9 million), reflecting growing interest in the beverage. Ryū means dragon in Japanese; the dragon is the deity of water. Water plays a significant role in the makeup of sake (80%), many local breweries are proud of their water sources.
Solution: Ryū Sake will introduce a compelling, modern brand identity that respects the traditional whilst appealing to a global audience. By integrating digital experiences with physical products, the brand will engage both seasoned sake enthusiasts and newcomers, positioning itself as a leader in the UK sake market. Ryū Sake is more than a beverage, it’s a bridge; between tradition and modernity, sustainability and innovation, Japan and the world.
The deliverables: Presentation deck, branding, product development, mock-ups, and a promotional video.
