Takram supported Suntory in developing a new ready-to-drink (RTD) product for the U.S. market. With the global RTD market projected to experience significant growth, Suntory aspires to leverage its expertise in the category to become a global leader in RTDs by 2030.
For the launch of its first product “MARU-HI”, Takram assembled a team with deep cultural expertise in both Japanese and U.S. drinking cultures and awareness of market differences, design trends, and consumer preferences.
For the launch of its first product “MARU-HI”, Takram assembled a team with deep cultural expertise in both Japanese and U.S. drinking cultures and awareness of market differences, design trends, and consumer preferences.
MARU-HI brand framework
While distinct from the final product, we designed a prototype package to embody and validate the concept.
While distinct from the final product, we designed a prototype package to embody and validate the concept.
More Than Strategy: A Cultural Partnership in Action
Information
- ClientSuntory
- Year2024
- StudioNew York
- Link
- Expertise
Project Team
- Project Direction:
- Brand Strategy:Mari Iwahara (ex-Takram)
- Design Research:
- Packaging Concepts:Mari Iwahara (ex-Takram)
Collaborators
- Design Research:Deborah Ten
- Packaging Concepts:Dan ZafianEmmy Reis
- Project Page Photography:Kana Motojima
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