It's really interesting to see Kirin Natural Mineral Water packaging, for it appears to go against a guideline to which the majority of branding strategies strive to conform. What you see in this lineup of water bottles is exactly the same product throughout, yet each one has been marked with a different label, avoiding consistency in the brand's identity.
SAGA Inc. had a different priority in mind when they came up with this varying image. With six different graphic patterns, the product begins to appeal to different aesthetic tastes, offering itself as a sort of accessory with its textile-like designs. This is ideal for both consumers who don't and do care about what the item looks like as they carry it. Kirin Natural Mineral Water packaging still maintains its logo printed on each sticker.