No Labels

Our work was a major branding project for Nikka Whisky in Japan. We created print and OOH advertising, a brand book, promotional items, videos, and the concept for a new flagship bar and shop in one of Tokyo’s trendiest districts. We developed a new brand story based on the founder of Nikka Whisky’s belief that ‘whisky is not just a drink, but a spirit that inspires people to celebrate the joy of life’. We stripped away all labels — from the product, and from the people who consume it — and depicted a life unbound by conventional perceptions about age, gender, and social status.