Akashi-Tai is the UK’s leading sake brand — rich in heritage but facing stiff competition from slick, celebrity-backed newcomers. Their identity was starting to feel a little tired. They needed a refresh that would reconnect with a modern foodie audience without losing the craft and culture at the heart of the brand.

Agency Ghost stepped in to evolve, not erase. We revitalised their entire visual world — from key visuals across their full sake portfolio, to POS, social content and even a striking retail takeover in Waitrose’s drinks department and wine bar at King’s Cross. The result? A cool, contemporary new look that respects tradition while standing up to the challengers.