Challenge Design an identity and label associated with alcohol and spirits that aims to break into the Australian market and can expand to other distribution channels. This new brand relies on unique brand identity that will seperate itself from similar products and ultimately stand out within the market. Solution Toji Saké is a brand that steers away from traditional Japanese designs and branding within the alcohol market. Although the name Toji is derived from the title of the saké brewer that is traditionally passed down from father to son in the brewing industry, the brand identity will become modernised to appeal to younger demographic. What separates Toji from other saké brands it that is focuses on a new generation of consumers that will have a new and different experience with saké. With a youthful and fun approach to the target audience, and inspired by 8-bit design this will encourge a new generation of drinkers to choose Toji Saké.