PROJECT: Heritage Rebranding, Identity System & Spatial Direction
ROLE: Lead Art Director, Principal Designer
EXPERTISE: Brand Strategy, Visual Identity (VI), Crest Redesign, Spatial Graphics & Store Experience
ROLE: Lead Art Director, Principal Designer
EXPERTISE: Brand Strategy, Visual Identity (VI), Crest Redesign, Spatial Graphics & Store Experience
OVERVIEW
Founded in 1893 in Nara, Umenoyado is a historic sake brewery renowned for pioneering fruit liqueurs alongside traditional brewing.
Marking its 130th anniversary and relocation to a new headquarters facility, the company initiated a comprehensive rebranding to transform from a local traditional brewery into a globally recognized beverage brand.
Leading the brand design, I was tasked with modernizing a century-old visual legacy. I designed a disciplined, contemporary identity system and spatial experience that bridges deep-rooted Japanese heritage with sophisticated, international appeal.
CHALLENGE
With the opening of their brand-new brewery facility, Umenoyado faced a pivotal moment requiring a total refresh of their corporate identity—one that honored 130 years of traditional brewing while projecting a bold, forward-looking vision for global expansion.
While the brand had earned widespread acclaim as an industry pioneer in fruit-infused liqueurs, sustaining long-term growth meant making critical strategic decisions: determining exactly what historical brand equity to preserve, and what visual language needed to evolve.
The core challenge was to reconcile this duality. I needed to bridge the timeless dignity of authentic Japanese sake craft with an innovative, modern aesthetic that would resonate with younger generations and international markets alike.
APPROACH
To modernize a 130-year legacy, I sought to reimagine the brewery’s heritage through contemporary geometric proportions, preserving two foundational elements: the iconic plum blossom and traditional brewery rooflines.
Rather than a superficial update, the goal was to distill the enterprise’s core philosophy and craft into a timeless visual identity—honoring its historic roots while positioning the brand for international growth.
- Heritage & Core Philosophy
Addressed the critical challenge of determining what to preserve and what to reinvent. Honoring the essence of a traditional Japanese family crest (kamon), I translated the historic plum blossom and brewery roofline into a contemporary geometric form that carries forward the brewery's enduring philosophy into a modern era.
- Bilingual Logotype Architecture
Developed a flexible lockup system—spanning domestic Kanji-only versions to global editions integrated with Latin typography—designed to adapt across diverse touchpoints and evolving brand needs.
- Primary Color Definition
Established a traditional brewery indigo (Kura Navy) derived from historic workwear as the primary brand anchor, transitioning the visual identity from its previously soft, feminine tone into an impression of intellect, heritage, and stability.
CREATIVE DETAILS
Symbolic Architecture & Motifs
I geometrically designed the crest using five teardrop silhouettes inspired by droplets of sake, forming a single, cohesive plum blossom. Within these five petals, I embedded the essential pillars of the brand: plum (ume), brewery (kura), fermentation (hakko), sake (sake), and fruit (kaniku).
Among these, the fruit petal represents the foundation of the brewery’s growth as an industry pioneer in fruit-infused liqueurs. To symbolize their rich variety of fruit variants, I introduced a distinct striped pattern to this single petal—creating an intentional graphic accent that underscores their spirit of innovation within the balanced crest.
Spatial Direction & Flagship Experience
Extending the brand system into physical space, I directed the environmental graphics and signage for the new brewery store. I applied the indigo palette, oversized crest motifs, and tactile wall textures to immerse visitors in the brand’s blend of craft heritage and modern architecture.
Brand Guidelines & Touchpoint Scalability
To ensure the new identity remains cohesive beyond my direct involvement, I established a comprehensive brand guideline covering logo lockups (domestic vs. international, vertical and horizontal variations), clear space requirements, corporate colors, and typography rules.
This systematic framework serves as a reliable operational standard across diverse touchpoints—including packaging, digital platforms, retail environments, and marketing collateral—empowering internal teams and external designers to execute cohesive brand expressions at scale without compromising brand integrity.
IMPACT
Despite the scale of the transformation—engaging multiple designers and external partners—the new identity was consistently applied across the flagship store, digital platforms, corporate communications, and packaging lines, continuing to strengthen brand equity today.
This unified presence earned high acclaim from both legacy patrons and international distributors, revitalizing Umenoyado’s market position while helping catalyze substantial commercial acceleration, including a tenfold (10x) growth in e-commerce revenue. It established a timeless foundation for the brewery's next century of global expansion.