This week, our team had the privilege of attending Pictograms: Iconic Japanese Designs at Japan House London, where we are proud to be a sponsor. The exhibition offered a masterclass in visual clarity, cultural storytelling, and Japanese design –lessons that feed directly into our work as a creative drinks agency.

Pictograms are visual symbols designed to cut across language and culture, instantly communicating meaning. From Tokyo Olympic icons to noodle signage, each symbol uses limited shapes and forms to tell a richer story. Japan’s Nippon Design Centre pioneered this visual language at the 1964 Tokyo Games, and later set a new benchmark with animated pictograms for the 2020 Games – demonstrating how simplicity can unify global audiences and craft identity simultaneously.

WHY DESIGN SIMPLICITY MATTERS FOR DRINKS BRANDING

Through our own work with Japanese drinks brands such as House of Suntory, we understand why these principles matter. At its heart, pictogram design is about crafting meaning with precision – an approach that can be mirrored in packaging, visual identity, and spatial storytelling across drinks branding campaigns.

At the exhibition, watching a child’s representation of their “London” told us how even young designers grasp the power of visual storytelling. It’s a timely reminder that the strongest brands communicate visually, cutting across culture, language, and category.

HOW JAPANESE CULTURAL INSIGHT FUEL BRAND STRATEGY

Our decade-long collaboration with Japanese drinks brands has grounded us in the precision, nuance, and cultural finesse of Japanese aesthetics. From immersive trips in Japan to hands-on brand activation work, we see the importance and relevance of deeply embedded principles like Monozukuri (craftsmanship) and Omotenashi (hospitality) into every brand story you build.

A fascinating parallel can be seen in the world of Fashion with the evolution of Onitsuka Tiger. Once a cult export brand in Europe, it has recently experienced a strategic and perceptual shift back to its Japanese roots. By refocusing on domestic growth and leaning into its heritage storytelling, Onitsuka Tiger has successfully repositioned itself as a modern Japanese lifestyle brand –not simply a legacy label.

This transformation has been supported by immersive brand experiences, such as a 75th anniversary exhibition in Tokyo and a takeover of a historic mansion in Paris, reimagined as the Onitsuka Tiger Hotel. These activations, rich in cultural cues and design detail, reinforce the power of place, identity and narrative, further proving that branding with intention and cultural relevance can shift global perception and consumer behaviour.

BLENDING CULTURE, COMMUNICATION & COMMERCIAL CLARITY

What pictogram design teaches us is that simplicity equals universality – and that clarity can be culture-defining. Whether designing cocktail labels, launch collateral, or art-led tasting rooms, applying these principles means strategic and creative work for Japanese drinks becomes authentic, memorable, and scalable.

Creative Takeaways for Brand Builders:

Visual universality with cultural nuance: Just like pictograms, brand visuals should be instantly graspable and emotionally resonant.
Detail that communicates depth: Whether in packaging or environment, refined detail instils trust and premium positioning.
Storytelling through design: From icons to installations, cultural context gives brands meaning beyond the product.

At Wonderworks, we're not just inspired by Japanese design – we live it through every project. As a drinks branding agency, we immerse ourselves in culture to inform every creative touch.

This exhibition reinforced what we’ve seen across branding. Design is not decoration, it’s strategy. When visual clarity meets cultural intelligence, brands transcend category and connect deeply.

If you’re building or enhancing a drinks brand and want to explore how cultural design insights can elevate your storytelling and activation, we’d love to connect.

Design with intention. Communicate with simplicity. And craft meaning.