When Southern Glazer’s Wine & Spirits tapped us to reintroduce TYKU Sake, the assignment was about more than photography — it was about reshaping the brand’s entire visual narrative.
Collaborating closely with the brand’s marketing team and creative partners, I led the visual strategy and principal photography for the campaign. With only a logo to start, we built a cohesive creative foundation: establishing a brand identity, content strategy, and a versatile asset library for retail, events, and digital channels.
The goal? Move TYKU beyond the confines of sushi restaurants and into the fabric of everyday celebrations — repositioning the brand the way sparkling wine transcended its special-occasion image.
Across product and lifestyle visuals, the focus was on crafting vibrant, modern assets that captured the energy and approachability of TYKU’s new story — providing the marketing and retail teams with a deep, flexible library of content to drive engagement at every touchpoint.
