GeorgiaxSarutahiko Coffee

In amidst the vast growth of third-wave coffee culture in Japan, and relentless expansions of foreign café chain brands, the Japanese convenience stores started introducing freshly brewed over-the-counter coffees at low prices. The Japanese palette for authentic tasting coffee had grown and diversified significantly, creating a demand for canned coffees to also change their formula to a more authentic flavour and aroma. In order to respond to such an opportunity, a new canned coffee concept was developed by Georgia with Naked’s introduction of Mr. Otsuka, founder of popular Sarutahiko Coffee, a tiny coffee stand in Ebisu which rose to fame with its authentic coffees. Whilst coordinating all business collaborations and developing new concepts and authentic canned products, Naked also developed creative strategy for the launch of “Georgia European Aroma Black: powered by Sarutahiko Coffee”.