Japanese liqueur Choya unveils new bottle design

Japanese liqueur Choya has created a “more modern” bottling design for its umeshu fruit liqueur range.

Japanese brand Choya has unveiled a new bottle design, created by design consultants Cartils

All three flavours of umeshu, a traditional Japanese fruit liqueur made from the fruit ume, have been given a uniform design that aims to “rejuvenate brand personality” and create a “stronger shelf impact”.

Each flavour, which includes classic, honey and herb, now features an illustrated ume on the label as well as an embossed Choya logo.

Choya enlisted the assistance of Dutch packaging specialist Cartils for the redesign.

“We have been working with Cartils for the first big renewal of our main product,” said Masahiko Kondo, general manager at Choya Umeshu Co Ltd.

“It is our traditional Japanese fruit liqueur and needed to be upgraded. We cannot wait to launch our new package, which is definitely upgraded with a premium brand image.”

The new bottle designs are already available in Asia and the US and will be rolled across Europe this summer.