SHISEIDO’s 151st
anniversary gift
Let us be the wind
PRODUCT/PACKAGE DESIGN
COPYWRITING
Every year, Shiseido celebrates its founding with a commemorative gift for its employees across the globe.
Following last year’s landmark 150th anniversary, the 151st anniversary focused on the company’s next stage with the concept, “Let us be the wind.” This concept represents the hope that all Shiseido employees will “be the wind”—a force that generates new energy and change.
For employees in Japan, we designed an original tea blend and langues de chat cookies with flavors inspired by the wind. Abroad, employees received the same tea blend and an original Tajimi-yaki tea bag rest.
We visualized the moment the wind is born using lively colors. The gradations incorporate fresh colors and a unique translucent quality, delivering a sense of newness and inspiring courage. Each item’s design depicts the moment winds begin to blow, representing the wish for each employee to generate winds of change.
Additionally, the tea blend and langues de chat cookies incorporate colors that represent their flavors.
The tin contains a sheet of tracing paper, printed with the commemorative copy in Japanese and English:
Let us be the wind,
A breeze that rustles through the trees.
Dancing with leaves and petals, we play,
Whistling softly as we make our way.
Through narrow alleys, we run and glide,
Creating a new wave, with each stride.
Towards the great ocean, we soar and flow,
Sweeping away clouds as we fly into tomorrow's sky,
Let us be the wind,
That gently pushes someone's back.
BEAUTY INNOVATIONS FOR A BETTER WORLD
CREDITS
PRODUCT DESIGN
CREATIVE DIRECTOR TAISUKE KIKUCHI（SHISEIDO CREATIVE）
ART DIRECTOR / DESIGNER MISAKI NAGATAKE（SHISEIDO CREATIVE）
COPYWRITER NORIKO MATSUBARA
ENGLISH TRANSLATION AI SOKA（SHISEIDO CREATIVE）