DEAR DIFFERENCE

dear difference TAKETSURU PURE MALT JAPANESE WHISKY Refreshed ‘TAKETSURU dear difference Overview ‘Masataka Taketsuru, founder of NIKKA WHISKY, isthe father of Japanese whisky. The pinnacle brand bearing his name, "TAKETSURU PURE MALT," was losing its ‘market presence due to a chronic shortage of aged malts. To revive the brand as. ‘a modern luxury icon, we derived our core idea from two unwavering facts. First, the pure malt “vatting” process, which blends fiercely distinct profiles to create harmony. Second, the founder’ life story—a lifelong pursuit of difference. The concept is “dear difference." It is human instinct to be drawn to the unfamiliar. When disparate elements unite, unforeseen ‘adding depth to whisky, and making life joyful. To convey this philosophy intuitively, we completely eliminated the traditional itegory codes of showing a product bottle. We deconstructed the process of different elements colliding and harmonizing into its smallest unit, dots, and reconstructed it into a design system that permeates every customer touchpoint, realizing a brand refresh. Tabloid newspaper Min botle shopping bags Result By accomplishing a brand refresh through the construction of an ‘exhaustive system of expression, this work propelled TAKETSURU into a cultural leaders, modern luxury icon. 267 O Yor Sales Growt! Our uncompromising aesthetic captivated discerning 41 Sales Groth andar 926, Mar 2025 Design Integration Just as whisky is a miraculous harmony woven by craft, nature, and time, ye pursued thorough handcraft, Treating paints and solvents as whisky's ‘core elements, we conducted over 1,000 physical experiments. Harnessing the natural laws of viscosity and surface tension, we handcrafted unique analog dots. We elevated this visceral dynamism into a visual language that drives the entire brand. From posters and collateral to spatial designs, we engaged with the physical properties of each medium, executing rigorous art direction down to the finest detail to realize a cohesive brand refresh, This thorough craft goes beyond merely visualizing a philosophy. Without showing a single bottle, it directly stimulates the human instinct that craves the extraordinary, igniting an overwhelming desire for the exceptional whisky itself ‘Story books Atan exclus endorse instalation, +2 Satan 8ased na suey of station guess (Dee 9-1, 2029, The Founder Born nt a trationalsake-brening family, Taketsuru pursued the uncharted word a ish travelng alone to the dflerence: rigorous study ina foreign land, an international mariage extraordinary rare for iste, nd the constuction of two dies in regions with starkly contrasting climates. his tealectory—a ceaseless z pursult of connecting iferences=is the very embodiment ofthe pure malt philosophy that harmonizes fiercely Gistnct elements toa sigue, superior hol, 80. 6% Satisfaction: fe earned the profound ent and support of our guests.