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

Newsletter

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New York

26 Broadway, 3rd Floor
New York, NY 10004
+1 (917) 793-9045

Tokyo

15-1, Udagawa-cho

Shibuya-ku, Tokyo

+81 050 3708 9045

Singapore

152 Beach Rd,
#36 Gateway East,
Singapore 189721

Newsletter

Subscribe to The Intersection, a newsletter about insights on relevance at the intersection of creativity and technology.

New York

26 Broadway, 3rd Floor New York, NY 10004
+1 (917) 793-9045

Tokyo

15-1, Udagawa-cho Shibuya-ku, Tokyo

+81 050 3708 9045

Singapore

152 Beach Rd, #36 Gateway East,
Singapore 189721

EN

English

EN

English