The Challenge
How do you build a unified brand embodying Japanese culture across 30+ products?
The House of Suntory needed to unify a wide portfolio under a coherent masterbrand, all while honoring each product's identity and the promise of 'omotenashi', or wholehearted Japanese hospitality. We began by redesigning the complex site to create a cohesive, modern experience across the portfolio, supported by a unified design system. With the foundation set, we activated their passionate fan base, setting a clear goal to quickly grow membership.
the outcome
Unified presence, measurable impact
A fragmented portfolio became one coherent presence, with individual brands and products consolidated into a unified The House of Suntory experience. A new CRM program sparked rapid adoption, driving over 50,000 memberships in under a year, while email open rates and overall engagement climbed significantly. Most importantly, users felt connected, informed, and valued, with every interaction reinforcing the brand's commitment to personalization, hospitality, and cultural authenticity.
How we did it
Connection, craft and culture
We unified the portfolio into a single experience by taking a holistic approach to the redesigning focused on a clear narrative. We then implemented a modern CRM that recognized fans and converted interest into membership, while introducing a new "stories" format to broaden how the brand speaks. Personalization rules and clear journeys linked product discovery to deeper engagement, while data and measurement tied content to action, resulting in a story designed to flex and grow as new products are added.
More case studies
Staybl
Brooklyn Film Festival
