The matcha liqueur category didn't exist in any interesting way. Most brands leaned into the wellness angle, clean, minimal, forgettable. Nami wanted the opposite. We created a brand identity from scratch: a rounded bubble wordmark, a green glass bottle system, and an art direction language built around analog photography and real moments. The visual world references Tokyo transit and London nightlife, two places that share nothing except good taste. Everything we built; the logo, the packaging, the campaign direction — was designed to look like it already had a cult following before the product even launched.