Hiroyuki Ishiura
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
Topic Reserved for Suntory

BOSS coffee, a brand under the Suntory umbrella, features his iconic "Man Smoking a Pipe" logo. With over 300 different products under his belt, he's driven innovation and transformation over the past 30 years. As a result of his efforts, BOSS coffee resurrected multiple times from a struggling ready-to-drink coffee market. BOSS coffee sold more than 100 million cases annually in 2022, making it Japan's second most popular beverage brand.

Awards he has received include the Gold Award at the Japan Package Design Awards and the Pentawards Gold Award.

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