Fourth Finger Brewing Co. is a concept brand created as an homage to a good friend named Jason Olyaie, who passed away in 2018. His nickname ‘Freek’ and his social media handle ‘Freeky Four Fingers’ were important to incorporate, but a relevant and purposeful thematic structure was needed to move the idea from only isolated design elements into a more meaningful and cohesive visual story.
The act of yubitsume, a Japanese ritual in the culture of the Yakuza in which one amputates a portion of their little finger, is traditionally done in order to atone for offenses to another, as a way to be punished, or to show sincere apology. It takes one tough, committed person.
Two weakly-related areas of inspiration coincided at a deeper single point: “grit.” Jason was the toughest person I grew up with - rough around the edges, but with a powerful personality that people seemed to orbit around. People ‘hated to love him’ because it was often a very close tie that love won on a technicality. His resilience was matched only by his determination to push forward.
Those who commit yubitsume also demonstrate a toughness and resilience, though taken to an extreme. This characterization of the Yakuza provided the foundational structure on which to build an effective brand story inspired by, and reflecting on, certain character traits of a beloved larger-than-life personality.