The Prologue

In 2002 two businessmen were trout fishing on the shores of majestic Lake Taupo. As the fish flowed, so did the conversation. Before long it turned to the possibilities of creating an authentic New Zealand Shochu made from New Zealand's legendary kumara (sweet potato).

Creating the Story

The Mana Shuzou project began by the commissioning of two university thesis to ratify the process of crushing and fermenting the kumara. Now they knew they had a product, but did they have a market?

To assess this we were engaged to look at market dynamics, size and trends from which to launch a strategy specifically for Japan. Research, product development and tasting processes were used in New Zealand to get the product to 85-90% completion. This was done under a funding grant from New Zealand Trade & Enterprise.

Telling the Story

Whilst the product and market strategy was being developed, our creative team began the development of the brand. This included logo design, bottle design and production, labeling, stationery, collateral and the development of the Mana Shuzou website. Many of these items were produced in English and then translated into Japanese.

The Moral of the Story

A trip to Japan was met with a great response and the team is currently in the process of working through contracts and sampling with potential distributors. Thus, what began as an idea on a fishing trip has now produced New Zealand's first ever Imo Shochu. An idea that started from scratch, a brand concept that was built from nothing - just a desire to deliver a product that encompassed the best of New Zealand. The name, the logo, the brand identity was all developed on the back of good strategy and seamless creative interpretation.