In 2016 there was no Kase. There was only a dream in the founder's eye and barrels full of shochu on a southern island in Japan. He came to us with that dream and we got to work.
We started with the basics. Name, logo, brand story. As one of the first-ever shochu brands developed specifically for marketing to an American audience, we knew the story had to be perfectly calibrated. And the design had to set the bottle apart on the shelf without scaring off the buyer. Because, let's face it. No one knows what the fuck shochu even is.
Once we'd written the story, we got to work on the bottle. We knew the design had to be clean, modern, and unlike anything on any liquor shelf or backbar anywhere. And, we knew it had to do the hard work of teaching people what shochu is, and how to say the name, all without putting a history book on the back of the bottle.
From there, we had to create a place for this story to live, a website that had to wear a bunch of hats. First, we had to introduce shochu as a spirit to an audience that's never heard of it and probably thinks it's that sweet stuff at the karaoke bar. (It's not.) Then, we had to show them why our shochu, from a distillery that's been around for 15 generations, was the best.
But all of that was the easy part. Then we had to develop the campaign strategy that would get this product out into the world, and create the content to support it. So, we went to Japan. Obviously. And shot that video up at the top. Did you watch that? Cool, right? Well, we did a whole lot more too. From sell-sheets and cocktail recipes for bartenders, to social campaigns and OOH stunts. We made a splash (get it?) with Kase at the launch, and we're just getting started.