Client: Toshitsuki Shochu Distillery
Audience: Alcohol consumers who are willing to try new brands and liquor types
My Role: Designer & Photographer
Toshitsuki Shochu distillery aims to deliver the most authentic experience of Japanese Shochu to their client. Their Shochu is made from 100% select barley, single-distilled and aged for more than 5 years in oak barrels. They have great quality products but, in the US, the general public is not familiar with Shochu at all. “Toshitsuki” means “years or passing time” in Japanese. Toshitsuki was trying to introduce Shochu to Americans and breaking into the market in the United States.
Why This Look
Ukiyo-e print, a style of the Japanese woodblock print, which means “pictures of the floating world”, the history of which can be traced back to the late 17th century. Bijin-ga, prints of beautiful women as servers of pleasures, a particular ukiyo-e genre with distinctive expression and the subject tied with the drinking culture closely as well.
First, I want to create a replica of the ukiyo-e print via photography. I tried to make the costume with paper, but the paper cloth could never fit the model.
Then I came up with the solution. By mimicking the layering process of making an ukiyo-e print, I decided to use photo collage as my approach, which allows me to bring the culture to life perfectly.