Suntory branding
09.2025 - IN PROGRESS
How to make Nama feel instantly familiar on American shelves while standing apart from domestic light beers? This project explored Suntory’s Nama Beer, analyzing its existing visual language and brand identity in Japan. The work involved assessing how the product communicates through packaging, typography, and imagery, and considering the adaptations needed to introduce the brand to the U.S. market.
Brand Audit
Because Suntory has so many different products under its IP each of its products exists within its own visual environment. In English, "Suntory Nama" roughly means "Suntory Draft" or "Suntory Raw (Unpasteurized) Beer." The word "Nama" (生) in Japanese literally means raw, fresh, or live. In the context of beer, it refers to "draft beer" or "fresh beer". "Suntory Nama Beer" essentially conveys the idea of "Suntory Fresh Draft Beer," emphasizing its crispness and natural, just-poured quality.
Narrative
Advertising emphasizes food pairings, shared meals, sports, and gatherings, framing the beer as a companion to connection rather than a standalone product.
Intent
Refreshing, light beer, an easy beer for everybody to drink.
Target
Marketing reflects all age demographics and genders, the product is designed to be ubiquitous .
Intent
Refreshing, light beer, intended as an easy beer for everybody to drink.
Suntory’s Nama beer is positioned as a refreshing, easy-to-drink beverage that fits naturally into everyday social life. Advertising emphasizes food pairings, shared meals, sports, and gatherings, framing the beer as a companion to connection rather than a standalone product. The visual language reinforces clarity and lightness, with campaigns often highlighting the beer’s golden color in a chilled glass or with condensation. This creates an immediate visual cue of crispness and approachability, linking the product directly to refreshment without relying on descriptive text. By focusing on lifestyle and companionship rather than heritage or complexity, Nama establishes itself as an accessible and versatile choice.
Package Design
