Whisky Ikigai is on a mission to consciously open up a platform to help others discover meaning in life. Working with NFTs and phygital assets, this brand identity involved balancing the calm of the Japanese concept of Ikigai, with the emerging technology behind whisky tokenisation. This project involved conceptualising a brand identity to complement longstanding history of whisky.
Art Direction, Brand Identity
Ikigai is a Japanese concept that translates to “a reason for being.” It is a philosophy that helps people find their purpose in life by focusing on what they love, what they’re good at, what the world needs, and what they can be paid for. Ikigai has been credited with helping people live longer, happier, and more fulfilling lives.
Incorporating the concept of Ikigai into the overall brand identity, we wanted to create a brand that was as classic as it was contemporary. We decided on Seigaiha waves as the signature brand pattern - a traditional Japanese wave pattern often used in art and design. Consisting of overlapping concentric circles, the wave represents good fortune and is utilised throughout many of the brand’s assets.
Re-imagining the branding behind whisky involves crafting a brand story that is relatable. We all want to be connected to a higher purpose, but often lack the time to reflect on life’s deeper meaning.
The bedrock of visual language presents itself through colour. The corporate palette is inspired by the natural landscape, a nod to raw materials in whisky production and the organic quality of Japanese culture. A soothing colour tone is selected, with a pop of gold that encapsulates prosperity, wisdom and spirituality.
Brand applications inform the usability of brand assets. The choice of a simple sans serif font was a deliberate notion to craft an intention of simplicity throughout all forms of brand communication. Digital mediums hold immense power in transmitting visual culture, so brand applications need to direct and educate.
The essence of this brand strategy involved creating an identity that brings users away from the traditional regard of the whisky industry, and towards a more cutting-edge and contemporary brand that serves value to younger audiences. A rebrand of the whisky tokenisation space is a first step into the foray of alternative investments powered by blockchain technology.