SAGA SAKE COLLECTION
SAGA SAKE COLLECTION
The birth of a fashion brand that shows the new possibilities of sake.
Context
Saga Prefecture loves sake so much that it ranks first in Japan in terms of sake consumption.
On the other hand, there is a strong image that sake is difficult to drink due to its high alcohol content (in fact, it is about the same as wine), and its image is like an uncle. Young people do not have a good image of sake.
Therefore, the theme of this project was to appeal to young people and create an opportunity for them to become interested in sake.
One of the conditions for this project was that the entire promotion should be completed online due to the influence of Covid-19.
Saga Prefecture loves sake so much that it ranks first in Japan in terms of sake consumption.
On the other hand, there is a strong image that sake is difficult to drink due to its high alcohol content (in fact, it is about the same as wine), and its image is like an uncle. Young people do not have a good image of sake.
Therefore, the theme of this project was to appeal to young people and create an opportunity for them to become interested in sake.
One of the conditions for this project was that the entire promotion should be completed online due to the influence of Covid-19.
Creative Idea
We collaborated with "atmos", a leading apparel brand in Japan's street culture, to create a limited edition label and original apparel goods for sake from 11 breweries in Saga Prefecture, which has been loved by local people so much that it once ranked first in Japan in terms of sake consumption.
We developed limited edition sake labels and original apparel goods as “SAGA SAKE COLLECTION” from 11 sake breweries in Saga Prefecture.
The set of sake and goods was launched online on October 1, Sake Day.
We also produced a runway movie featuring Saga residents as models to introduce the original apparel goods, and planned an unusual promotion as if it were a fashion brand.
We collaborated with "atmos", a leading apparel brand in Japan's street culture, to create a limited edition label and original apparel goods for sake from 11 breweries in Saga Prefecture, which has been loved by local people so much that it once ranked first in Japan in terms of sake consumption.
We developed limited edition sake labels and original apparel goods as “SAGA SAKE COLLECTION” from 11 sake breweries in Saga Prefecture.
The set of sake and goods was launched online on October 1, Sake Day.
We also produced a runway movie featuring Saga residents as models to introduce the original apparel goods, and planned an unusual promotion as if it were a fashion brand.
