Asahi Super Dry - ‘Karakuchi’ campaign
The beauty of the Japanese language is that thousands of complex ideas can be expressed in a single word. ‘Karakuchi’ means ‘something that’s refreshing and dry at the same time’, capturing the beer’s unique taste.
Purple’s challenge was to explain this Karakuchi taste to a global audience using a language everyone understood. So we translated its complexity visually, with a powerful, textural expression of the super refreshing, super dry experience.
The campaign brought Karakuchi to life, urging inquisitive audiences to ‘Taste it to understand it’.
Purple is an independent creative agency working across a delightfully diverse range of sectors including spirits, beer, industrial, art, fashion, technology and financial services.
Since 1993, we’ve been in business to share the stories, strategies and spirit of fascinating brands, through branding and communications that will fascinate the world.
If you’ve got a challenge, we’d love to talk about the ways we can help solve it.
Creating fascination.
No one cares about brands that have nothing to say, that lack substance or fail to capture the imagination. When people care, they start to think, feel and do different things.
Brands need to find ways to pique people’s curiosity, intrigue them, draw them into their world with discoveries of genuine interest. At Purple, we can help your brand create that fascination, so you can engage with your audiences and prove why your story, your service, your product or your purpose is unique.
Driving success.
To make this happen we uncover the unique spark, the nugget of wisdom, the idea that fires us up, and we use that as the catalyst to inspire the creative work. Then we amplify that thought across a proven framework of brand and sales drivers to ensure we deliver solutions that answer the strategic and commercial demands of your business.
