CategoryD02. Drinks
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN
Production Company SAGA Tokyo, JAPAN


Name Company Position
Tatsuya Hamajima Dentsu Inc. Creative Director/Art Director
Masayuki Inoue Dentsu Inc. Agency Producer
Satoshi Umeda Dentsu Inc. Copywriter/Planner
Kota Sagae Dentsu Inc. Art Director/Designer
Megumi Shimada Dentsu Inc. Agency Producer
Miko Sakamoto Dentsu Inc. Copywriter/Planner
Kotaro Miyatake Dentsu Inc. Account Executive
Hidenobu Hoshino Dentsu Inc. Account Executive
Keigo Muto Dentsu Inc. Account Executive
Motofumi Osumi Dentsu Inc. Account Executive
Yuna Kayukawa Dentsu Inc. Planner
Atsushi Otaki Dentsu Inc. Planner
Akira Suzuki PICT INC. Production Producer
Kazunori Miura PICT INC. Director

Brief Explanation

Whether you like it or not, bottled mineral water becomes a part of the interior. But most bottle designs in Japan lack that idea. This cannot be helped, because bottles have the role as advertisement. They have to stand out in the store for the shoppers to choose them. The solution was to create a mineral water with no advertisement on the bottle, and harmonizes with the interior. Bottles were designed to express the quality of the water. The design made mineral water a cool item to display in the room.

The Brief

KIRIN wants to make new product of mineral water. But they already had poplar water "alkali-ion water". So it's need to think from package design to the way of selling and choosing the market.

How the final design was conceived

The product we designed is a drinking mineral water. Usual mineral waters sold in stores have lots of design elements included on the bottle since there was much information that must be placed on the package. By considering consumers' insights, and limiting the sales channel, we sorted and narrowed the amount of information to put into the bottle's design. Since the web EC store market has grown and will grow bigger, this success method of bottled water, which is a daily item in the center of everyday life, may be applied to selling other groceries on EC stores.

Indication of how successful the outcome was in the market

This mineral water was taken up and shared by many media and SNS. A product with no advertisement, in fact was what consumers were desiring. - Amazon's average customer review 4.3 - 99 amazon customer review written, and the number of review is still growing - Earned exposure $3,300,000