The Makers: A Digital Experience Honoring the Craftsmanship Behind Whiskey
Challenge
Suntory has a strong presence in Japan, but is not as well known in the US, despite it owning two of the most well-known whiskey brands (Jim Beam and Maker's Mark).
Solution
We created The Makers, a digital, story-led experience that introduces Suntory, its people, and values to new audiences. It emphasizes innovation and craftsmanship, through the rich story of the generational master blenders behind Suntory, Jim Beam, and Maker's Mark.
The homepage is an invitation for audiences to meet the makers, explore the art of craftsmanship, and preview Suntory’s identity and values.
The Makers is a journey of discovery, inviting users to explore the craftsmanship that defines the Suntory brand. The initiative launched by spotlighting the master blenders behind Suntory, Jim Beam, and Maker’s Mark, with the broader vision of showcasing the diverse artisans and creators within the Suntory family.
The page concludes with an explanation of the series and recirculates related stories, encouraging deeper engagement. Designed as an immersive experience, the homepage feels both grand and welcoming, positioning Suntory as the curator of this narrative while focusing on the individuals behind the craft. Subtle branding, such as the Suntory logo in the footer, reminds visitors of the brand’s presence and ownership without veering into overtly corporate territory.
Juxtaposition and Harmony
Juxtaposition is at the heart of Suntory’s values. It is constantly battling two extremes to create a harmonious experience. Farm (where whisky is sourced) versus city (where whisky is consumed), heritage versus innovation, exceptional versus everyday, and Japanese versus universal. We knew we wanted to reflect that in the experience. Each story is purposely split into two columns comprising sections that move separately on scroll. At various points, the two sides lock: photos on the right align with text on the left, symbolizing harmony. This creates a delightful and unique reader experience.
The article pages were intentionally designed as an editorial experience; with scale shifts in typography, variation of textures, and full bleed imagery.
Cait Oppermann, with her exceptional skill in capturing sunlight, was the perfect choice for photography.
Selecting a photographer who could embody the transformative power of sunlight was essential. The sun’s vitality is deeply ingrained in Suntory’s identity. The brand name itself—a blend of "Sun" and "Torii" (the family surname)—honors the sun's critical role in nurturing the core ingredients of whiskey, such as malt, grain, and corn.
The tactile imagery aims to emphasize the meticulous craftsmanship involved in creating the perfect whiskey.
Site design
We wanted a design system that reflected the brand's values. Suntory values the role nature plays in providing the ingredients for whiskey making; we wanted to select a palette that embodied this. The warm orange represents the sun’s glow while the dark brown evokes the earth.
Two fonts are used to represent Suntory’s culture of juxtapositions: serif headlines are traditional yet sophisticated and the sans serif type is modern, simple, and accessible.
The Makers was an incredible project, offering a fully art-directed digital editorial experience. Through interviews with key stakeholders, we crafted stories in Suntory's distinct voice. With the budget for original photography, we had the pleasure of collaborating with the talented Cait Oppermann, enabling us to fully art direct and create imagery that perfectly complemented the narrative.Working alongside Suntory’s Japanese development partners added a rewarding layer of complexity, navigating language barriers and emphasizing the importance of meticulous file delivery and well-established systems. As designer and creative director on this project, I collaborated with a talented team that included another designer, a photo editor, and two editorial directors to bring this vision to life.
Full team:
Kassandra Zuanich, Creative Director
Robert Capps, Editorial at large
Shane Michael Singh, Editorial director
Ensley Rivers, Art director & Designer
Rosey Lakos, Photography director
Cait Oppermann, Photographer
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