Our assignment was to create a line of seltzer packaging that combines Japanese flavors with supernatural creatures called Yokai. Growing up in Japan, our client – owner and creator of New Hokkaido Beverages – was fascinated with Yokai spirits that create good luck, harm, or mischief. Each seltzer needed to have a distinct visual approach while creating a strong line presence at retail.
Our creative inspiration was born in the research of hundreds of Japanese legends of Yokai, and then began the work of creating our own, new spirits for these unique flavors. The design became a juxtaposition of arresting typography and color that worked as a system, and copywriting that tells these fun, unique stories. Working with our illustrator, we created fantastical spirits for each can that have layered gloss and matte finishes to add beauty and delight.
The client and consumer reactions have been incredible. The 16-ounce cans are beautiful in the retail case as well as on the counter, and sales have been exceptionally good and growing stronger.