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Proposal · Brand architecture

MUWA: three new bottles, one brand family

Prepared for Takara Sake USA

Applying the California wine aisle’s visual rules so shoppers can tell MUWA’s entry bottles from its Reserve at a glance.

Client

Takara Sake USA

Bottles

Red Wine Yeast Junmai Daiginjo · Madeira Cask Aged Junmai · Bourbon Barrel Aged Junmai (3 years)

Research

Safeway wine and sake aisles, October 2026

01

What we saw

Three great sakes that looked like three brands: three layouts, a logo that changed color, size and place on every bottle, and nothing that said which one was the top of the line.

02

What the wine aisle does

J Vineyards, Decoy, Josh Cellars and Meiomi keep the same logo and layout and change only the color. In every pair on the Safeway shelf, the darker label sits at the higher price.

03

The system we proposed

  • Fix the frame: one label shape, one MU/WA logo lockup, one type order, one 720 ml bottle.
  • Flex the color: cream for Signature and Cask Series, black and gold for Reserve.
  • A colored band names the finish (wine yeast, Madeira, bourbon), and an age medallion appears only when there’s an age statement.
  • Test with guests in the tasting room first: show current and new labels side by side and ask which belong together and which is premium.

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