SHISEIDO’ s 152nd
anniversary gift

Forging Ties with the Past, Stretching Toward Tomorrow

PRODUCT/PACKAGE DESIGN
COPYWRITING

Two sets of furoshiki cloth were distributed as commemorative gifts to employees both domestically and internationally. The design features the traditional karakusa pattern created by Fumio Yamana in 1951 for the then-leading brand, Dulux, alongside a contemporary abstraction of the same karakusa pattern from 2024, reimagined as shifting particles of light. The furoshiki reflects both timeless, unwavering elegance and the dynamic, fluid beauty of the digital era, capturing the essence of beauty in each era. This commemorative gift embodies the concept of "Onko Chishin"—learning from the past to embrace the future. The case is made from recycled paper, repurposed from discarded paper by Shiseido.

CREDITS

PRODUCT DESIGN

CREATIVE DIRECTOR TAISUKE KIKUCHI(SHISEIDO CREATIVE)

ART DIRECTOR / DESIGNER SAYOKO KANGAWA(SHISEIDO CREATIVE)

COPY WRITER NORIKO MATSUBARA

ENGLISH TRANSLATION AI SOKA(SHISEIDO CREATIVE)