Cosmetics Packaging

HAKU

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HAKU, which means “white” in Japanese, is the name for one of the most popular whitening products in Japan, used to prevent the formation of melanin. Marking the brand’s tenth anniversary, the most advanced whitening skincare series has been launched. The characteristic spiral form of the bottle illustrates the product’s strong brightening effect. The sculptured, opaque packaging with white as the essential colour protects the delicate content from the light. The outer box with black-and-white photography features an image of the white bottle to help strengthen the brand image.

Credits
  • Client:
    Shiseido Co., Ltd., Tokyo
  • Design:
    Shiseido Co., Ltd., Tokyo
  • Creative Direction:
    Masato Kosukegawa
  • Art Direction:
    Kaori Nagata
  • Artwork:
    Yasuhiro Tsukamoto
  • Typography:
    Masao Takaoka, The Kazui Press, Tokyo
  • Photography:
    Taihei Iino, Tokyo