We have been entrusted but AGF with the package design for two brands of coffee, "MAXIM" and "BLENDY". AGF proposed that we use the theme "Cafe" for the packaging of "MAXIM", a premium coffee, because cafe appeals to Japanese consumers' soft spot for European culture. We developed logos and package designs according to this proposal, but the concept of "Cafe" has faded gradually. The message's center of gravity has been transferred to a direction that today, in 2004, calls attention to the characteristics of the product, which is made of coffee beans whose brown inner skin has been removed before roasting, producing a richer, more flavorful taste.
"BLENDY" is a standard coffee. The brand identity color is a green associated with a deep forest yet including the notion of a casual day. Using as the brand resource a combination of a deep natural color and a bold logo evoking the warmth of human hands, the products are made available to the market through diverse channels.