DEKOTORA: Japanese Rice Lager

Goal

Create the perfect packaging for a collaboration between Ramen Tatsu-Ya and Austin Beerworks honoring the wild traditions of Japanese Dekotora Truck culture with a Texas twist, showcasing the unique relationship between Japanese and Texas cultures.

Solution

Taking inspiration from the bright lights, flashy accessories, and often obnoxious imagery of Japan’s Dekotora trucks, we decided to use bright and flashy colors to break away from Tatsu-Ya’s typical brand colors to create something truly unique for both brands to feel proud of. The labels were printed on silver foil labels that shimmer in select areas.

Product

The release was celebrated with an exclusive event at Austin Beeworks, featuring a variety of Dekotora-branded merchandise, including printed mugs, shirts, patches, stickers, and custom socks. The beer was also available across all six Ramen Tatsu-Ya locations, where it quickly became a limited-edition collector’s item.

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