To establish a presence for Hibiki whiskey in the U.S. market. Representation of the meaning and value behind the brand needed to be effectively conveyed to high-end western customers to justify the price. Secure the brand's equity by reinforcing its value through additional graphic elements and packaging.
The graphic element behind the Japanese character helps translate its meaning which is echo. It expresses the product's complexity since the depth of flavor comes in waves like an echo. After consulting with a liquor distributor, wooden packaging was deemed necessary for western consumers to consider it a clean piece and a