NORMAT

NORMAT

2024

Discipline

Brand Identity, Naming, Graphic Design, Art Direction, Packaging, Website

Client

NORMAT

Industry

Food & Beverage, Retail, Lifestyle

Created with an 18th-generation brewery in Niigata, NORMAT set out to uncomplicate sake for the world.

Founded by Larry Peh, NORMAT brings traditional sake-making into a contemporary context. The idea is to create soulful products that remain relevant with time, so what we enjoy and cherish today can continue to be part of tomorrow.

NORMAT is inspired by the word “normative”, describing how things should be in our daily lives. It reflects a belief that craft and tradition can evolve across time and place, remaining part of contemporary life rather than being preserved at a distance.

The brand symbol features an “N” with an open space at its centre, reflecting the idea of reframing art, craft and culture for the present. The space is deliberately left open, ready for new experiences and future memories.

NORMAT is inspired by the word “normative”, describing how things should be in our daily lives. It reflects a belief that craft and tradition can evolve across time and place, remaining part of contemporary life rather than being preserved at a distance.

The brand symbol features an “N” with an open space at its centre, reflecting the idea of reframing art, craft and culture for the present. The space is deliberately left open, ready for new experiences and future memories.

Challenging the conventions of traditional sake packaging, we created a bold, minimal design that reflects NORMAT’s spirit of going AGAINST THE GRAIN. The distinctive “N” takes centre stage, giving the brand a clear and recognisable presence.

Adding another side to the brand is Mr. N, a curious everyman with an open mind and a desire to explore the world around him. He reflects the belief that life should remain curious and relevant, whatever your age.

Beyond the bottle, the identity extends across a range of applications. The “N” remains the constant, giving NORMAT a distinctive and recognisable presence while leaving room for each expression to take on a character of its own.

Designed and developed entirely in-house, NORMAT’s website carries the identity into the digital space. Clean layouts bring together the brand story, craft and collaborations, while making the sake easier to discover and buy.

Every detail is considered to make Japanese sake easier to understand and enjoy, especially for a new generation.