The Project

Roku Gin asked us to create an experience that enables people to interact with the brand. They felt that we’re more digitally tethered than ever and less connected to the natural world around us. How do we acknowledge that reality while celebrating the brand’s Japanese culture and craftsmanship?

The Treatment

What if we elevated the enjoyment of Roku Gin, by turning each sip into a full sensory experience and invited people to not only taste Roku Gin, but hear it too?

There is a moment in nature when plants reach their peak of perfection. In Japan, this moment is called shun and this is when botanicals are harvested for Roku Gin. To celebrate this moment, we captured each botanical’s unique electrical signal, then partnered with world-renowned Japanese composer, Aska Matsumiya, to turn the sound of shun into song. Aska used the very elements within Roku Gin to compose two songs celebrating the seasons of Japan. One track focuses on spring, the season when sakura blossoms unfurl. The second track transverses the full year, with energy shifting through all four seasons. The vibrancy and freshness of each song reflect the flavors of the gin itself.