Hiroyuki Ishiura
Pack Talks
Creative Director

Born in 1968. Graduated from Kanazawa College of Art. After joining Suntory, he started to design BOSS coffee. Since then, he has created over 300 types of BOSS. Nowadays, the face of the man who smoke a pipe is one of the most famous icon in Japan.

Event Introduction
Pack Talks
 · 06/26 (Day 2)
From Appealing to Branding
4.2H - Hall B1
Growth Accelerator
Behind Package Design: The Secret of BOSS Coffee

Under the Suntory umbrella, BOSS Coffee features its iconic "Man Smoking a Pipe" logo. It was created by Suntory's Creative Director, Hiroyuki Ishiura. It is his profound insights into users that are behind his outstanding design. As a result of its continuous resonance with users' emotions, the BOSS coffee brand continues to evolve and grow, and now it boasts over 30 years of history. In 2022, BOSS's annual sales volume surpassed 100 million cases, making it one of the most renowned beverage brands in Japan.

Link to agenda