Kate Lee

Graphic Designer




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Sho!

Branding Identity
PackagingSHo! is a modern shochu packaging project inspired by the neon nightlife of Fukuoka’s Nakasu district. The design blends traditional Japanese spirits with bold, contemporary visuals, using strong typography, glowing bottle treatments, and high-contrast graphics to capture the energy of the city after dark. Each element is meant to make shochu feel playful, approachable, and visually engaging for a younger audience.

Overall, SHo! reimagines a classic drink as a nightlife experience. By combining cultural heritage with urban aesthetics, the project transforms shochu into a fresh, modern product that feels social, expressive, and connected to the rhythm of the city.


Logo

The SHo! logo is designed to feel bold, energetic, and modern, reflecting the nightlife culture that inspired the brand. The rounded, heavy lettering gives it a playful presence, while the glowing outline references neon signs found throughout Fukuoka’s nightlife scene. The exclamation point adds personality and movement, reinforcing the idea of celebration and spontaneity. Together, the logo captures SHo!’s youthful spirit while reimagining traditional shochu through a contemporary visual lens.



Custom Diecut



Hangtag



Product Individual View


Each SHo! bottle is designed to be experienced, not just displayed. The LED coaster emits light through custom die-cut cityscape windows on the label, creating a glowing skyline effect that transforms the bottle into a nightlife-inspired centerpiece. This interactive feature turns pouring into a moment, enhancing the drinking ritual while reinforcing SHo!’s bold, urban identity. The illuminated windows create an atmosphere, making the product feel immersive, playful, and social.

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