2011

Suddenly, an extraordinary natural threat
struck the Japanese archipelago
The Great East Japan Earthquake
A tragedy happening right before our eyes
A crisis unlike any we have ever experienced
In Tokyo, where there was a threat of rolling blackouts
We gathered together
And there
We revisited the phrase, "Packaging makes people happy.
compared to before the earthquake,
“Packaging makes people happy.“
It seemed to us
felt like a very heavy word.
We talked about it.
There are many people who have been hurt.
There are many people who need help.
We have to do something.
What can we do?
We could not come to a consensus.
In the midst of such discussions,
I made a discovery
Everyone is thinking about his land
Everyone is thinking about the people living in his land
of the people who live in his land
Just to deliver those thoughts
Or even just the thought of delivering them
It's much better than standing around with nothing to do
It's much better than standing around and doing nothing.
“The package makes people happy.”
It may not be possible to say that
But with that feeling in mind
I have come up with the words
“A package that delivers happiness.”
“A package.”
“that delivers.”
“happiness.”
This time, the key is…
“Deliver.”
Please receive
“Deliver,” which is filled with
many thoughts and feelings.

［Designers]　
　Naoko Akai (KOSE)
　Kiyoshi Ishida (underline graphic)　
　Hiroyuki Ishiura (Suntory)
　Taiki Inoue (Sony)　
　Kazushige Oue(Kanome Design Office)
　Taishi Ono (POLA)　
　Takashi Kagotani (Dai Nippon Printing)
　Masahiko Kimura (GK Graphics)　
　Kaori Kondo (Shiseido)
　Yuki Sugiyama (Hakuhodo)　
　Kenichi Tanaka (Amphur)
　Takashi Matsui (POLA)　
　Sumiko Matsuda (Nakatsuka Advertising Office)
　Yuka Nagasaki (Shiseido)　
　Kenichi Hirose (Sony)
　Shigeru Yamazaki (KOSÉ)
　Itsuro Yumoto (Kao)

［News in 2011]
　Great East Japan Earthquake
　Nadeshiko Japan wins FIFA Women's World Cup.
　North Korean leader Kim Jong-il dies.