Japanese long-selling product packaging book

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Learn the selling strategy from the “standard” -explaining the secrets that have been loved for a long time, from characters, advertising, to renewal strategies, with abundant examples.

You can see how to adapt to the times, how to keep it fresh, and how to keep the trust.

● What made the brand, which has been around for more than 30 years, grow rapidly due to renewal?
● What is the value gained by a brand that has continued to sell for 100 years without changing its logo?
● What are the measures to capture a new generation while interacting with consumers who grow with products?

There is always a reason why a long-selling product has survived and been loved. It goes without saying that the content of the product itself has been supported by consumers, but it is also essential to have a package design that accurately conveys its characteristics to consumers and brings out even more appeal.

This book has survived more than 30 years of history, showing what product strategies each company has devised and implemented in the process of growing long-selling products, and what kind of ingenuity has been devised in packaging and communication design accordingly. I will explain based on the long-selling product examples that I have come up with.

We select 25 products from the four fields of beverages, foods, seasonings, and daily necessities, and while covering the transition of package design with illustrations, we will approach when and how the design was changed. What is the essential part that does not change over time? On the contrary, where should we renew as the times change? By reading this book, you can see what criteria have been used to make such judgments.

Furthermore, this book covers the strategy for design and advertising. This is a must-read book for those involved in product planning and marketing design.

Release Date:
June, 2016

Author profile

Makoto Shinkai

Japanese animator, filmmaker and manga artist best known for directing Your Name, the third highest-grossing anime film of all time and 2019’s Weathering With You, among other works such as The Garden of Words, Children Who Chase Lost Voices and 5 Centimeters per Second. He was listed by Variety as one of 10 animators to watch in 2016.

Makoto Shinkai’s Books

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Weight 601 g


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