Tanaka 1789 X Chartier Sake Blend 001

Branding and Design for Tanaka 1789 X Chartier

forceMAJEURE worked closely with Chartier to develop a brand and visual strategy, as well as a design system, to represent the collaboration between the Tanaka 1789 Brewery and Francois Chartier, associating two very different cultures to create one unique and disruptive product and design. They wanted to bring to life the collaborating synergy of two Masters in their respective crafts, the juxtaposition of old and new, traditional and modern for this groundbreaking product. The clients were looking for a very modern interpretation for this brand, and that was achieved in the design.

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Tanaka 1789 X Chartier Sake Blend 001 by Laurent Hainaut

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Branding and Design by Laurent Hainaut

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Laurent Hainaut Tanaka 1789 X Chartier Sake Blend 001

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Laurent Hainaut Branding and Design

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Tanaka 1789 X ChartierBrand Logo

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Tanaka 1789 X Chartier Sake Blend 001 Branding and Design Press Releases

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Tanaka 1789 X Chartier Sake Blend 001 Branding and Design Media Articles

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Unique Properties

forceMAJEURE worked closely with Chartier to craft a unique design for this innovative series of blends. Inspired by the distinctive architecture of the Tanaka Brewery, the black on black grid pattern in the background of the label invokes the beautiful brewery walls, an embodiment of the unique characteristics of the Edo period’s Kura architecture. Printed as varnishes around the bottle, the grid pattern is sequenced to create a series of hexagons, a key symbol of Chartier’s aromatic science. From the tile grid pattern and hexagon, we saw that both Tanaka 1789 and Chartier featured black and white prominently in their own branding. The minimalism, elegance and luxury of black and white match the quality of the product: in traditional sake packaging, black bottles are reserved for the most premium Sakes. To illustrate the “best of” in the brand’s identity, we combined Tanaka and Chartier together in a cross pattern to create a strong logo lockup—using a common A to bring the two words together.

Production Technology

forceMAJEURE knew from the brief that the design needed to be modern, simple and sophisticated. The detail needed to be expressed to show two rich cultures merging into one. The designers were all inspired by the pattern of the traditional brewery’s wall, and the hexagon that is a part of Francois Chartier’s brand. The design selected for the label was a beautiful blending of the two, and we extensively researched the paper stock to use for the label that would be the perfect grain and texture to seamlessly match the color and texture of the bottle. In order to work with a more limited production run, we needed to find the right suppliers to coordinate with the bottlers and other suppliers to bring all of the elements needed for the production together on time.

Inspiration

Inspired by the distinctive architecture of the Tanaka Brewery, the black on black grid pattern in the background of the label invokes the beautiful brewery walls, an embodiment of the unique characteristics of the Edo period’s Kura architecture. Printed as varnishes around the bottle, the grid pattern is sequenced to create a series of hexagons, a key symbol of Chartier’s aromatic science and expertise.

Project Overview

Tanaka 1789 X Chartier Sake Blend 001 Branding and Design has been a Silver winner in the Packaging Design award category in the year 2020 organized by the prestigious A' Design Award & Competition. The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.

Image Credits

For design images and photos please credit Laurent Hainaut.

Silver Recognition

Laurent Hainaut was recognized with the coveted Silver A' Design Award in 2021, a testament to excellence of their work Tanaka 1789 X Chartier Sake Blend 001 Branding and Design.

Laurent Hainaut Press Releases

Numerous press releases on Laurent Hainaut and their achievements are at your disposal, inviting press members to use them freely in their coverage. Instantly access 8 press releases, available exclusively for journalists.

ForceMAJEURE's Tanaka 1789 X Chartier Sake Blend 001 Label Design Wins Silver A' Design Award

ForceMAJEURE's collaboration with Tanaka 1789 Brewery and Francois Chartier results in a groundbreaking label design, earning the prestigious Silver A' Design Award in 2021.

Laurent Hainaut Newsroom

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