After working at Hakuhodo, Koichi Kosugi founded onehappy. Based on the concept of "communication personality," he clarifies the identity of companies and brands, providing creative direction and art direction.
His major works include: "NTT Pavilion" at Osaka Expo, SUNTORY "Tokucha," Megmilk Snow Brand CI, PARCO"Parcoara," Tokyo Great Bears, Chubu Pharmaceutical "VDRUG" urban store design・private brand development, STARFLYER "To the Shining Ones," SUZUKI "HUSTLER," "YMO40," and Nippon TV "Gaki no Tsukai."
Kosugi has received numerous awards including the Tokyo ADC Award, Cannes Lions International Festival of Creativity GOLD in Design, JAGDA New Designer Award, D&AD, NY ADC, ONE SHOW GOLD, ACC Grand Prix Minister of Internal Affairs and Communications Award, Asahi Shimbun Advertising Award, and Galaxy Award.
He serves as a part-time lecturer at Tama Art University's Department of Integrated Design, a visiting professor at Musashino Art University's Department of Visual Communication Design, and a director for Okazaki City municipal affairs.
In food and beverage, packaging goes far beyond appearance. Within seconds, it must help consumers grasp the product, build trust, and make a choice. From the perspective of "design as translation," this session explores how packaging distills complex information — from ingredients and craftsmanship to brand philosophy — into clear, compelling visual and structural language. Through real-world cases, we examine how packaging becomes a vital bridge between product and consumer.