Mio Saki

Mio Sake was launching in the UK. With a limited budget the goal was educate and reposition Sake as a cool, drinkable option to wine. The British public saw sake as an occasional drink only to be consumed at Japanese restaurants. The brief was to brand an event in the heart of London to show a different side to Sake. Cool, young, fun and perfectly suited to a modern British audience.

Research and a competitive analysis showed saki advertising always used traditional Japanese imagery and tropes or took a very soft, zen -like approach, so Mio needed to be different. A brand language was created using using bold modern Japanese design elements and iconography, paired with British passion points to create a fresh, unique look that worked at the event and across all social media platforms.