Ethical Spirits introduces new identity and leadership focusing on sustainability

Ethical Spirits Co., Ltd., known for its innovative approach to sustainable distillation, is undergoing a significant rebranding effort. This includes a complete overhaul of its corporate and visual identities, and a leadership change.

Tsutomu Ono will assume the role of CEO, while former CEO Yuya Yamamoto will transition to the position of Chairman. This leadership shift marks the beginning of a new chapter for the company, aligning with its mission to highlight the value in what is often overlooked.

Founded in February 2020, Ethical Spirits made its mark with its signature ethical gin, “LAST.” Distilled using approximately 21 tons of sake lees that would have otherwise been discarded, “LAST” embodies the company’s commitment to the philosophy “Starring the hidden gem.” Over the past four years, the company has expanded its use of unused materials, including surplus imported beers, cacao husks, coffee grounds, and imperfect citrus fruits.

The rebranding effort includes a fresh corporate message and three renewed philosophies. The company has replaced its vibrant ethical blue with a practical gray, which reduces environmental impact by minimizing the need for color printing. The new corporate message remains steadfast: “Starring the hidden gem.”

Ethical Spirits’ three guiding philosophies are:

• Nothing is Meaningless: The belief that no material is waste, but rather a potential hidden gem waiting to be discovered and valued.
• Dig the New Tasty: A relentless pursuit of flavors that have yet to be discovered, transforming previously unknown tastes into everyday delights.
• Beyond the Ethical: Aspiring for a world where ethical production is standard, and the highest quality items are inherently sustainable.
  The company’s renewed identity also emphasizes the seamless integration of consumption (C) and ethical practices (E), signifying their intertwined nature. The updated logo, while maintaining the essence of the original, has been streamlined for a modern, simple look.

Ethical Spirits is determined to continue exploring and utilizing unused materials, ensuring that nothing is wasted. By transforming what was once discarded into something valuable, the company aims to lead the industry into a future where sustainability is the norm.