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In the world of packaging design, few names stand out as prominently as Shiren Putian. Known for his subtle and traditional demeanor, he often appears more like a seasoned Japanese businessman than a visionary designer. Yet, behind this unassuming exterior lies a creative force who has shaped the landscape of Japan’s packaging industry for decades. From designing iconic products like Kirin's iced tea to redefining the look of Meiji yogurt, Putian has consistently demonstrated that packaging is not just about aesthetics—it’s about storytelling, emotion, and ultimately, sales.
Born in 1952, Putian graduated from the University of California, Los Angeles, with a degree in design. After working in the U.S., he returned to Japan in the 1990s and founded Bravis International Creative Design Co., Ltd. His work quickly gained recognition, earning him prestigious awards such as the JPC Competition Minister of Economy Award, BDA Golden Award, and the Japan Packaging Design Award. Among his most notable projects was the design of Kirin’s Iced Tea, which introduced a revolutionary “Icy Feeling†concept that captured the attention of consumers across Asia.
Putian believes that effective packaging design must be both visually striking and deeply communicative. “It’s easy to think it’s simple, but it’s actually very difficult,†he explains. “You have to make customers understand the brand’s history and values quickly—before they even take the product off the shelf.†In a world where consumers spend just 0.2 seconds deciding what to buy, the packaging must speak louder than words.
One of his most successful campaigns was for Kirin’s low-alcohol beverage, Iced. By focusing on the “ice†element, he created a unique visual identity that stood out in a crowded market. The use of silver backgrounds, textured aluminum cans, and diamond-cut patterns helped convey the cool, refreshing nature of the drink. This attention to detail paid off: by 2002, Iced had captured 40% of the low-alcohol beverage market in Japan.
But Putian’s influence extends far beyond Japan. His designs can be found on products like Nestlé’s Excella coffee and Magic Kitchen soup, all of which reflect his deep understanding of consumer behavior and market trends. He also emphasizes the importance of continuous refinement. For example, the packaging of Meiji Bulgarian Yogurt, a product that has been on the market for over 20 years, has undergone numerous subtle changes to keep it fresh and relevant. Each adjustment—whether in color, typography, or layout—has been carefully considered to maintain brand recognition while appealing to new generations of consumers.
Despite his success, Putian remains grounded. He recalls how, during early market research, he would spend hours observing shoppers in supermarkets, noting their behaviors and preferences. “The real insights come from the field,†he says. “That’s where you see what works and what doesn’t.â€
In an era where competition is fierce and consumer attention spans are short, Putian’s philosophy remains clear: packaging is the lifeline of a product. It must grab attention, communicate value, and build trust—all in a matter of seconds. Through years of experience, he has learned that bold changes can sometimes backfire, and that careful, incremental improvements often yield the best results.
Today, as global markets become more competitive, the role of packaging design continues to evolve. But for Putian Shiren, the core principles remain the same: understand the consumer, respect the brand, and never stop refining. In a world of constant change, his work stands as a testament to the power of thoughtful, strategic design.