Brief Explanation

The most outstanding characteristic of HIBIKI is its absolute harmony created by the varieties of pure whiskies delicately blended together. We expressed this absolute and beautiful harmony of pure whiskies confined in the bottle, using a motif that is called 'Ryusui-mon'. Ryusui-mon is an artistically expressed pattern of flowing water that was developed in ceramic art and traditional craft of Japan. We re-created this pattern,which has appeared in kimonos and screens, on the Japanese traditional washi-paper. It is an advertisement created with the delicate touches unique to Japan,just like HIBIKI can be produced only with the delicacy of this country.

The Brief

HIBIKI – Blended Whisky that Represents Japan The word 'hibiki' means 'harmony' in Japanese. We try to convey the allure of this whisky we can be proud of to the world that is produced by the delicate climate of this country in uniquely Japanese creative expressions.

How the final design was conceived

Japan's most representative blended whisky HIBIKI – it is produced only by the delicacy of this country. We visualized the allure of this whisky we can be proud of to the world, by the motif of Ryusui-mon (flowing water patter), uniquely Japanese. With the detailed graphics and the bar experience, we were successful to convey the unfathomable depth of its sense of beauty.

Indication of how successful the outcome was in the market

We held an invitational bar event in a century-old folk house, where people can experience the world of HIBIKI. The guests invited from all over the world indulged in the Japanese sense of beauty regardless of where they were from. By visualizing the brand identity of the product, and having it experienced, we were able to convey the latent allure of HIBIKI to the people of the world.