Okinawa Prefecture
Okinawa Prefecture
Brand Transformation for Awamori
Brand Transformation for Awamori
Reinventing a local beverage for the global market
Reinventing a local beverage for the global market
To introduce Awamori to Southeast Asia, we partnered with Okinawa, the southernmost prefecture of Japan. I&CO reimagined the branding, sales strategy, and design of the drink to reach international drinkers that it never had access to before.
To introduce Awamori to Southeast Asia, we partnered with Okinawa, the southernmost prefecture of Japan. I&CO reimagined the branding, sales strategy, and design of the drink to reach international drinkers that it never had access to before.
CHALLENGE
CHALLENGE
Reviving a regional economy in decline
Reviving a regional economy in decline
With Japan’s economy shrinking and Okinawa under increasing pressure, the local government of Okinawa enlisted I&CO to identify a new business opportunity that could generate sustainable revenue for the region’s local industries.
With Japan’s economy shrinking and Okinawa under increasing pressure, the local government of Okinawa enlisted I&CO to identify a new business opportunity that could generate sustainable revenue for the region’s local industries.
WHAT WE DID
WHAT WE DID
Reframing local familiarity as global luxury
Reframing local familiarity as global luxury
I&CO identified Awamori, Okinawa’s indigenous spirit, as an underleveraged cultural asset with the potential to drive both economic and brand value abroad.
Once an inexpensive local drink, we repositioned it as Japan’s premium distilled spirit, capable of standing alongside sake and Japanese whisky.
In partnership with the Okinawa government and local distillers, we developed two product lines: Umi no Kuni and Zanpa, featuring 10-, 12- and 24-year aged versions.
Starting with Singapore, Awamori is now being distributed across Southeast Asia, with plans to expand into North America and Europe.
I&CO identified Awamori, Okinawa’s indigenous spirit, as an underleveraged cultural asset with the potential to drive both economic and brand value abroad.
Once an inexpensive local drink, we repositioned it as Japan’s premium distilled spirit, capable of standing alongside sake and Japanese whisky.
In partnership with the Okinawa government and local distillers, we developed two product lines: Umi no Kuni and Zanpa, featuring 10-, 12- and 24-year aged versions.
Starting with Singapore, Awamori is now being distributed across Southeast Asia, with plans to expand into North America and Europe.
OUR IMPACT
OUR IMPACT
20+
20+
Number of venues serving Awamori within a year of launch
Number of venues serving Awamori within a year of launch
CAPABILITIES
CAPABILITIES
Brand Purpose & Vision
Market Research & Positioning
Visual Identity & Tone of Voice
Business Model Strategy
Packaging Design
Brand Purpose & Vision
Market Research & Positioning
Visual Identity & Tone of Voice
Business Model Strategy
Packaging Design
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