New Logo, Identity, and Packaging for Ui by Notable

Launched in 2019, Ui (pronounced oo-ee) is a new floral alcohol, created by Pernod Ricard‘s Breakthrough Innovation Group, that is crafted in Japan using traditional techniques of rice fermentation with flower yeast and once opened can be further enhanced with a seasonal accord (as in a fragrance accord, not a treaty) which is a blend of natural ingredients — the first one in the series being Cherry Blossom. Ui, launching with a slow and selective rollout, was specifically created for and being targeted to women as a sophisticated alternative to other sugar-filled drinks. The identity and packaging for Ui has been designed by London, UK-based Notable. Our goal was to demonstrate Ui’s category-challenging credentials by creating a brand that also felt unlike any other in t