“Designed to reflect the beautiful contradictions of Japan”
Sake is a spirit deeply rooted in the history and culture of Japan. When we were asked to help develop a new brand of super premium sake which respects the time honored traditions but is suited to a western audience, we leaped at the challenge. Having had a lifelong obsession with the beautiful contradictions of Japan, we felt that this spirit which is both extremely traditional and yet new, needed packaging which reflected them.
The name SOTO means “outside” in Japanese. We wanted to invert the obvious interpretation of this by creating fully opaque 360º silkscreened label with a hole through both sides of the bottle which allows you to see the outside world thru the spirit. I feel this respects many aspects of Japanese culture, which seems to be something obvious on the surface, but is far more complex, rich and sometimes subversive on the interior.
