Meticulously Crafted for Your True Self

How does Roku Gin, a Japanese craft gin from Suntory, appeal to the sober generation?

With a new product: Roku Third Face, a non-alcoholic botanical spirit aimed at those who strive to stay true to themselves, their essence, and their outward and inward identities.

Philosophy

The Japanese theory of Three Faces helps us understand the very facets of our being.

The first face is the one you show to the world. The second is shown to close friends and family. And the third is never revealed to anyone, because it’s the true essence of your identity.

The Three Faces

To bring Third Face to life, we created a sleek visual identity that blends Japanese art influences with elegant, expressive linework—honoring Roku’s legacy while revealing a more introspective side.

BRANDING

The Third Face branding draws inspiration from Japanese art and elegant linework, while honoring the legacy of Roku Gin. We intentionally preserved elements of the original Roku branding, as a nod to our core campaign message: embracing who we are beneath the surface. A washi paper label adds tactile richness, and a refined logo merges Roku’s iconic form with Third Face’s layered philosophy.

OOH

We are unveiling our Third Face to a select group of cultural tastemakers—and inviting them to do the same. Set in a lush garden, the event opens a space where identity blurs and self-expression takes center stage. Through Japanese drag, seasonal flavors, and a mirror maze of reflection, guests are encouraged to explore the face they rarely show—the one that craves honesty, harmony, and wholeness.

LAUNCH

ADs: Camryn Brennan, Amanda Tenzlinger, Hailey Cooper

Illustrator: Camryn Brennan