MAXIM is AGF's premium coffee. AGF proposed that we use the café theme, an element of Euro-culture with which Japanese were enamored when MAXIM debuted. Over time, we developed logos and comprehensive package design according to this proposal. But gradually the café concept has faded. In 2009, we made an about-face, developing new logos as well as much more elegant packaging designed to blend in with sophisticated kitchen scenes.

AD: Kenya Hara
D: Kenya Hara+Hara Design Institute, NDC
CL: Ajinomoto General Foods, Inc.