— and no way to talk about it.
Azuma Kirin
— Heritage lost in translation
Legacy.
Blurred.
Reframed.
Role
Lead Brand Strategist
Sector
FMCG Premium Beverages (Sake)
Location
São Paulo, Brazil
Azuma Kirin had loyal customers and great products — but no one (including their own team) could clearly explain the difference between their sakes. New SKUs launched without unique structures or narratives. Sales improvised. The result? Fragmented messaging, product confusion, and stalled growth, in the face of growing competition from global brands.
Solution
- Audited all SKUs, packaging, and claims across channels
- Interviewed teams across marketing, sales, and production
- Partnered with a sommelier to ground product strategy in actual tasting profiles
- Conducted Market Research and individual Product SWOT analysis
- Created a Product Identity Map defining role, tone, audience, and strategic idea for each SKU
- Developed a content strategy and activation toolkit (retail, digital, social, mixology)
- Codified voice, messaging guidelines, and editorial cadence
Results
- Clear positioning for every SKU — adopted company-wide
- Increased sales team confidence and storytelling accuracy
- Aligned trade, digital, and packaging messaging
- Foundation laid for packaging redesign and future campaigns
- Strengthened brand equity in a competitive premium beverage niche market
The team didn’t just understand the brand
— they could finally serve it confidently.
