Hayashi is a fresh addition to the world of Japanese whisky, offering a luxury spirit with a distinct commitment to evolving the generations-old awamori rice spirit process. Hailing from the Ryukyu Islands, Hayashi embodies the serene charm of Okinawan island life while honoring the time-honored Japanese traditions of patience and perfection.
Hayashi sought a launch that would exude the brand's cool and premium qualities while enlightening users about its luxury status. We set out to narrate the tale of a high-end whisky, celebrated for its radiant and refined character, embodying the serene allure of Pacific island life. Our mission was to convey the three core brand pillars: Japanese Artistry, Aged to Perfection, and Okinawan Lifestyle.
Our creative concept revolved around compelling visual storytelling, utilizing the product as a central character throughout the narrative to reinforce the identity of Hayashi. We wanted to ensure that the brand and the new product would be instantly recognizable on the shelf.
The design direction we took was characterized by cleanliness and elegance, adorned with elements such as gold foil and intricate forest illustrations, invoking a sense of mystery. These elements were thoughtfully paired with images to convey the story of Hayashi visually.