Analogue have released a new bold brand identity for ITO GIN. Created in collaboration with Komaki Distillery in Japan and UK-based gin brand Kokoro, ITO Gin is a cross-cultural product rooted in craft, storytelling, and bold design. Inspired by the legacy of Welsh-Japanese environmentalist and storyteller CW Nicol, ITO brings a new perspective to the spirits category in Japan, combining shochu-based distilling tradition with the clarity and simplicity of modern design.

Strategy

The goal was to create a brand that could speak fluently in both Japanese and English markets. That meant developing a visual language bold enough to transcend linguistic barriers, yet nuanced enough to resonate with local authenticity. “ITO” (meaning “thread”) became the brand’s symbol and guiding metaphor—evoking human connection, cultural lineage, and craft.

Design

Design in the Japanese spirits category is often ornate and traditional. For ITO, we deliberately went the other way. Inspired by Tokyo’s bold visual culture and the expressive minimalism found in fashion, music, and signage, the brand uses fluorescent orange and rich black to demand attention. Fluorescent inks and built-up gloss UV detailing create striking tactility on-pack. The typography, simple yet confident, echoes the structure of both kanji and Roman characters, making the label equally legible across languages.

Reception

ITO Gin has been exceptionally well received in Japan, picked up by leading cocktail bars and stocked by BEAMS, the lifestyle brand with over 150 stores across the country. It will launch in the UK later this year. More than just another craft spirit, ITO Gin is a design-led product that bridges continents, generations, and audiences through the power of good storytelling and great packaging.