Rather than using the conventional image of a cherry blossom flower, JT SAKURA employs simple designs to capture the essential image of cherry blossom that people have in their own minds. The colouring, which gives the flowers a misty, distant effect, comes from a piece of paper used in a Heian Period (794-1185) artwork called "Tsugishikishi" by the calligrapher Onono Tofu (also known as Onono Michikaze). Inside "Tsugishikishi" is a blank page, and we have used this as the colour of the package. To seal it, we used a thin paper seal on one side. The paper is decorated with a unique representation of "yaezakura" (mountain cherry). When you open the catalog, this semi-transparent inner sheet decorated with tie-dyed cherry blossoms is the first page you see. The catalog is an SP tool used when JT Sakura was first launched; at that time it was a fictional piece of work which illustrated the pleasure of smoking tobacco, as enjoyed by literary personalities at the start of the Showa Period (1926-1989).