|Title||TATTOO BOTTLE STICKERS|
|Product / Service||ALCOHOLIC DRINK|
|Category||B02. Promotional Item Design|
|Entrant||DENTSU INC. Nagoya, JAPAN|
|Idea Creation||DENTSU INC. Nagoya, JAPAN|
|Production||IMPACT TAKI Nagoya, JAPAN|
|Production 2||DENTSU KANSAI TOKYO ROOM, JAPAN|
|Production 3||DIGITAL GARDEN Tokyo, JAPAN|
|Production 4||MELODY PUNCH Tokyo, JAPAN|
|Yu Watanabe||DENTSU INC.||Art Director|
|Miyuki Ito||DENTSU INC.||Copywriter|
|Toshiki Nakamura||DENTSU INC.||Strategist|
|Chihiro Koda||DENTSU INC.||Media Planner|
|Taichi Konishi||DENTSU INC.||Media Planner|
|Haruki Shirasaki||DENTSU INC.||Account Executive|
|Rena Hirose||impact taki co.,ltd.||Designer|
|Ryo Funamoto||YOKOHAMA SUPER FACTORY||Photographer|
|Yuka Gogun||Dentsu Creative X Inc.||Film Producer|
|Jun Nakabayashi||Freelancer||Film Director|
|Sohei Higashi||Dentsu Creative X Inc.||Production Manager|
|Kurumi Kasai||Dentsu Creative X Inc.||Production Manager|
|Hiroyuki Ota||Freelancer||Lightning Design|
|Kaori Uchida||Freelancer||Hair Make|
|Masairo Ishiyama||DIGITAL GARDEN INC.||Colorist|
|Hiroaki Ishiguro||DIGITAL GARDEN INC.||Sound Mixer|
|Kotaro Maruhashi||MELODY PUNCH||Sound Studio Producer|
|Yuki Ono||Freelancer||Music Composer|
|Lereau Roch-Thomas Kensaku||FRAME IN||Casting|
We took note of the international trend of kanji tattoos. Since most sake names are written in kanji, we developed bottles that include tattoo stickers that the customer can apply to their body, and used them at the event aimed at non-Japanese tourists. Tattoos are a way to express their personalities. So they put stickers on and expressed themselves by sharing what they like.
Taking the traditional “Tribal” tattoo pattern as the base design, we then integrated Japanese characters into this. The sharp shape of the tribal spikes and the "Harai" of the Japanese characters (“harai” is the tip of the Japanese character which resembles the tribal spikes) worked well together as a new design concept which could be read. This package was used in an event for foreign tourists in August 2016, many people enjoyed the fusion of tattoos and Japanese characters.
At the event featuring the special packaging, we surpassed our quotas for interest from participants. Actually making the brand name a part of their body rather than simply drinking it, strengthened the bond between the visitor and the sake.
The target market is tourists to japan who have an interest in Sake. However, since we have limited marketing routes compared with large-scale sake breweries, it is currently difficult to come in constantly reach potential customers. We needed a method to make them remember our brand even if only coming in contact with it one time. Therefore, we held an event where people could experience a special bottle design where the label can be removed and used as a temporary tattoo. It was not only a taste testing event, but it had a unique twist where you could wear the “tattoo” of your favorite sake brand, giving the participants and fun and memorable experience.