Soy Sauce was invented 600 years ago and is an essential condiment in Japanese cuisine. Sagawa Shoyu is one of the the earliest manufacturers and located in Yanai City’s white-walled historic district in the Yamaguchi Prefecture. The delicate balancing act of brewing in the traditional method has been taking place there since the ‘Samurai’ era. The brand is at the quality end of the spectrum. Sagawa briefed us to create a series of Poster Designs that dramatised the craftsmanship that goes into making their Soy and how it brings the taste of food alive. The posters had to exude quality, beauty and a sense of Japanese serenity, the brands values.

The Designs were placed in sale points around Japan and around Shibuya at the heart of Tokyo where we have one the highest footfalls and numbers of restaurants in the world.

Too much Soy can ruin the flavour of food, too little and the natural flavour isn’t enhanced. With this principle in mind we engaged a Gyotaku artist (fish-printer) He took just the ‘right amounts’ of Sagawa Soy and used it as an ink on Washi paper to illustrate the food (see case video for process) A visual feast of true flavours soon emerged through the Washi paper - fish, mushroom, octopus, onion, sweetcorn, Okra and lotus root. A master calligrapher completed the Designs with: Sagawa Soy Sauce. Just enough brings the taste alive. The Poster Designs were placed in sale points around Japan but in particular around Shibuya at the heart of Tokyo where we have one of the highest footfall and numbers of restaurants in the world.