For inspiration, Carter Hales looked to Japanese mythology and the figure of Inari Okami, the ancient God of rice, saké, swordsmiths, and foxes. Legend has it the fox spirits of Inari were entrusted to guard the Torii gates, only allowing the purest of spirits to pass. Four Fox Saké represents this purity and perfection. The crest on the bottle features four foxes guarding the Torii gate with snowfall overhead and rice fields at their feet. The Samurai swords, elegantly embossed in the profile of the bottle, pay homage to the ancient swordsmiths to whom Inari was god. The chrome finish, combined with the wooden cap, produces a modern take on an ancient classic.
“We gave Carter Hales a difficult assignment – creating an aspirational brand within a category in need of revival,” says Neil Hosie, Co-Founder, Distinguished Den Distribution Ltd. “To say that Carter Hales crushed this project would be something of an understatement. They listened intently to what we wanted to achieve and delivered us something so unique and beautiful that it was beyond our wildest expectations.”
Made in Niigata, Four Fox Saké is brewed according to centuries-old methods. Using Niigata’s pure, melted snow and highly-milled Gohyakumangoku rice, it is classified as Junmai Daiginjo – the highest grade of saké available.
Recent years have seen increased international interest in saké amongst discerning consumers seeking a sophisticated alternative to champagne, vodka and scotch. Exports of saké from Japan have more than doubled since 2001 with worldwide exports reaching record-breaking levels in 2014.
Four Fox Saké is currently available in select Hong Kong nightclubs, restaurants and specialty liquor retailers. It will be launched in nightclubs in London and New York later this year.
About Carter Hales Design Lab
Carter Hales Design Lab is a multi award-winning branding, graphic design, and digital firm. Based in Vancouver, Canada, the studio is headed by noted Vancouver designer Sean Carter and agency account veteran Ross Hales. Carter Hales helps businesses and organizations thrive through inspired design. Clients include YVR, TransLink, The City of Vancouver, The Wickaninnish Inn, BC Place, Vancouver Convention Centre and ScotiaMcLeod.
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