On the basis of the logo and visual identity created by Landor, an intervention was required to give the visual identity a more elegant attitude, in other words to give a more premium perception of the product. Given the product's link with the country of the rising sun, the idea was to create a visual and verbal narrative using a facet of the image culture we can find in Japan: the ancient water and ink painting technique, sumi-e. This style technique was introduced in the 14th century, during the Muromachi period through Zen Buddhist monasteries.