Kanpai is a Japanese-themed bar in an upscale part of Northern Jakarta. A Japanese word itself, ‘Kanpai’ means ‘toast’ (for glasses). As a brand, Kanpai embraces the philosophy of how with the assistance of alcohol, people can open up and be their honest selves. In Japan, there’s even a slang based on this phenomenon, which is called ‘Nomunication’ (‘nomu’ means ‘to drink’ in Japanese).
This philosophy led to the selection of the creature Tanuki as the mascot. It’s because in Japanese folklore, it’s said to possess mischievous nature and it’s able to shape-shift to trick people, but when drunk it couldn’t hold its disguises, literally showing its ‘true self’.
Client : Hiro Group
Year : 2018
Art Director : Eric Widjaja
Graphic Designer : Ira Carella
Photographer : Ritter Willy Putra