Within Sapporo Beer Company, there is Yebisu Beer. Yebisu represents the Japanese god of happiness, luck and fisherman. That is the reason why I wanted to redesign this brand. Since Yebisu is uncommon among the United States, people are not familiar with its meaning. Through my design, I wanted to show what Yesibu is about and make it memorable for consumers. The most important part of the label is the smiling face of happy Yebisu which will get the consumers attention from the shelves. And secondary elements such as fishing rods, which will help communicate the idea of Yebisu beer. In creating my design I wanted make people happy and excited to drink Yebisu beer.
— Jin Fujiwara