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In the world of packaging design, few names resonate as strongly as Shiren Putian. Known for his subtle and understated style, he appears more like a traditional Japanese businessman than a visionary in the field of design. Yet, this is precisely why he stands out—his ability to blend simplicity with profound impact has made him one of Japan’s most respected packaging designers.
Born in 1952, Putian graduated from the Design Department at the University of California, Los Angeles, and spent years honing his craft in the U.S. In the 1990s, he returned to Japan and founded Bravis International Creative Design Co., Ltd., where he quickly made a name for himself. His work on products such as Kirin’s Black Tea, NEC computers, and Keguomei Vegetable Juice earned him numerous accolades, including the JPC Competition Minister of Economy Award and the BDA Golden Award.
One of his most iconic designs was the packaging for Kirin’s Iced Ice Cream, which introduced a unique "Icy Feeling" concept that captured the attention of Asian consumers. This design not only won the PDA Gold Mermaid Award but also helped position Kirin as a leader in the iced beverage market. His influence extended beyond Japan, with projects like Nestlé’s Excella coffee and Magic Kitchen soup also bearing his signature touch.
Putian often emphasizes that while packaging design may seem simple, it is actually one of the most challenging areas of design. “It's about efficiency,†he explains. “You have to convey the brand’s story and heritage in just a fraction of a second.†With competition fierce and consumer attention spans short, every detail matters. From material choices to visual appeal, packaging must not only stand out but also communicate clearly and effectively.
A key part of Putian’s process involves deep research and observation. He believes that understanding consumer behavior is essential. “When you walk through a supermarket, you see how people interact with products,†he says. “That’s where real insights come from.†His approach is methodical, blending intuition with data-driven decisions.
His work on Kirin’s low-alcohol beverage, Icy, exemplifies this philosophy. After analyzing the market, he realized that the product’s main advantage was its ability to retain sweetness even when frozen. This insight led to the creation of an icy, visually striking package that immediately conveyed the product’s unique selling point.
Color, texture, and typography all play a role in shaping consumer perception. For the Icy packaging, Putian and his team experimented extensively before settling on silver as the primary color. To enhance the “ice†feel, they used aluminum cans with a diamond-cut finish, creating a reflective surface that mimicked ice cubes. The result was a design that not only looked great but also felt tactile and engaging.
Despite the success of the initial design, there were challenges along the way. Choosing the right color palette proved difficult, with customers unsure between blue and green. Ultimately, Putian went with blue, believing it better represented the fruitiness of the product. This decision paid off, as Icy quickly gained a 40% market share in Japan’s low-alcohol beverage segment.
Over time, Putian continued to refine the packaging, focusing on freshness and clarity. He added blue dotted lines to emphasize the product’s natural qualities and later adjusted the layout to draw attention to the brand logo. These small changes, though seemingly insignificant, had a major impact on consumer perception and sales.
His work on Meiji Bulgarian Yogurt is another example of his long-term vision. Since the 1990s, he has consistently refined the packaging, ensuring it remains relevant to new generations of consumers. By using blues and whites to symbolize health and freshness, and adding red accents for promotional appeal, he managed to revitalize a classic product and keep it competitive in a crowded market.
Putian’s approach is rooted in balance. While bold visual elements are important, he believes that too much change can confuse consumers. “Rebranding is not always beneficial,†he warns. “It can erase the value of years of brand building.†Instead, he advocates for gradual, planned updates that maintain brand identity while keeping the product fresh and appealing.
In today’s fast-paced market, where trends change rapidly, Putian’s philosophy remains relevant. His work shows that successful packaging design is not just about aesthetics—it’s about understanding people, their habits, and their desires. By combining creativity with strategy, he has created timeless designs that continue to resonate with consumers around the world.