UKIYO

Design, Art Direction, Copy

Long ago, in medieval Japan, ukiyo meant “this transient, unreliable world”, describing the urban life and pleasure seeking of the Edo period. To the early buddhists, it meant “this floating world”, one that is fleeting and unpredictable. Today, ukiyo is the sensation of letting go of trivial worries in order to fully enjoy life.

UKIYO beer features a compact, geometric design that is at once futuristic and retro, in part inspired by the stone sculptures of Isamu Noguchi. Each flavor is represented by a unique color and symbolic pattern; a minimalist approach with bold, pleasing colors that imparts simplicity and harmony. The colors themselves are inspired by Japanese national colors and flowers; the symbols are as follows:

Circles: The Earth, Weightlessness, Transience
Triangles: Mountains, Waves, Strength
Quadrilaterals: Crystals, Energy, Clarity
Petals: Radiance, Redolence, Freshness

”Each time you open a can of UKIYO, you are one sip away from living in the moment.”