Pearlfisher's Branding for SoGood Saké Puts Rice Center Stage
by Rudy Sanchez on 03/15/2021 | 3 Minute Read
Saké, the fermented rice beverage originally from Japan, has a long history, which probably started sometime after the country cultivated rice. For centuries it has been the nation’s national spirit and is one of its most prominent culinary exports, quite a feat when standing next to instant pot noodles and sushi.
Despite its ancient origins and its popularity around the world, saké doesn’t share the same consumer passion and interest as other types of spirits in America. Consumption tends to happen at sushi bars and Japanese restaurants. But one American saké is looking to expand its appeal beyond the sushi bar, with branding and a visual identity that highlights the qualities that most appeal to American drinkers.
SoGood saké is a super-premium spirit made in the US with rice grown in the Sacramento valley. The branding and visual identity reflect the brewer’s mission to make saké a spirit that is enjoyed and mixed like other popular drinks and occasions that call for libations. With the help of agency Pearfisher, SoGood’s branding has the sophistication of modern craft spirits makers and the excitement of exploration while making rice the star.
The custom wordmark lives up to the brand name, the K in saké is given a sumptuous round arm, similar to a polished pearl of rice. The accent is also inspired by the grain while providing some movement and dynamics to the mark. Rice fields and stalks also get used in the design language, the bottles use the shapes arranged artfully and elegantly, and the foil adds brilliance and shimmer. Finally, the textured bumps on the bottle add a dimension to the packaging and are rice-shaped, because of course.
Rather than focusing on saké’s long history and Japanese origin, SoGood creates a mood, positioning its spirits as a craft, premium alternative to more traditional liquors. The sleek packaging commands provenance on the bar shelf, as well as experimentation. SoGood is spiritually kenpai dressed up as a cheers.