Cultural / Context information for the jury

“THE JAPANESE CRAFT Spirits & Liqueur” series is crafted by meticulous and detailed Japanese artisans, using pure water and unique botanicals in Japan. However, most people think of European or American-made when it comes to craft spirits and liqueur. Japan-made craft spirits and liqueur were not well known.

Tell the jury about the art direction.

To impress the series as a representative of Japanese liquors, we chose a motif of “Zen garden”. It's made with raked gravel or sand to represent ripples and make you feel and imagine water without water. This brand poster takes on such an approach. We made an elaborate miniature landscape with painstakingly composed arrangements, only the shadows of floating Japanese seasonal leaves and flowers in the air express a stream flowing below without water. It makes you feel these spirits and liqueur are made of pure crystal-clear water from Japan. This visual demonstrated the dignity of this brand and solidified the reputation of Japan-made craft spirits and liqueur.