Meiri Whisky Reborn
Client
Meiri Shurui
Reimagining the passion for whisky production after decades of silence.
Meiri Shurui’s history of whisky production began in 1952, only to be disrupted by fires that ravaged the distillery. As Meiri reopened its doors as “Takazo Distillery,” how could the distillery represent its new whisky brand taking off after 60 years of silence?
Dedication and technology at the core of expression
Meiri had continued its research during the distillery closure. In the meantime, new production techniques and challenges resulted in a one-and-only whisky, providing us the opportunity to create a unique narrative.
Inevitable Future
Creating a resilient brand based on the concept of rebirth.
Fruity Craft Whisky
Introducing Meiri’s fruity whisky, aged in plum wine casks through trial and error. Putting the concept of Fruity Craft Whisky at its core, I&CO named the Takazo REBORN and PURE MALT products and designed product labeling and leaflets to communicate the distillery’s worldview to global customers.
Touches of tradition and novelty
The label for the Takazo REBORN new make whisky showcases the distillery’s history and Japanese traditions through calligraphy, while the PURE MALT series and its packaging embody a more contemporary design, expressing the plum wine and mainstay Mizunara casks each product is aged in.
