SOTO, a new super-premium sake, just launched this fall in North America.

With a gorgeous branding by Joe Doucet and both the quality of the ingredients and the expertise of SOTO’s toji (a traditional sake brew master), this Made in Japan Sake is ready to take over the club and bar scenes.

SOTO means “outside” in Japanese, and the brand embodies this “field to bottle” concept, using finely polished rice and pristine water to create a delicate and mild super-premium Junmai Daiginjo sake—the highest grade of sake available.

In creating this new brand, it was essential for New York based graphic designer Joe Doucet that the logo, label, and bottle design reflected a contemporary yet timeless aesthetic, in keeping with SOTO’s approachable taste and ethos. The package, a glass bottle made in Japan, an elegant silkscreened label, and Japanese denim packaging—embodies the SOTO brand through its organic surface texture, bold black and white graphics, and presence of both English and Japanese text. At once luxurious and restrained, the packaging and graphics define and communicate the unique and joyful experience of drinking SOTO.