A flower-blooming packaging experience inspired by the season and product color
IQOS Japan released a special Spring Edition in two limited colors. To celebrate the launch, we were asked to design packaging that captures the season’s energy and ties into the campaign message: 「春色で、自分の可能性を見つけよう。」Working with floral artist Kahori Maki, we created a concept inspired by blooming flowers and the feeling of stepping outdoors in spring.
The key feature is the UV-sensitive ink—when exposed to sunlight, the subtle floral graphic comes to life with vibrant color. The outer sleeve was designed to open from the center, revealing the artwork inside in a way that mimics a flower in bloom. The box also incorporates the product’s limited-edition color palette, paired with holographic elements to enhance the sense of light and transformation.
The unique packaging experience resonated with the IQOS fan community and was widely shared. It received strong positive feedback and media attention, helping the brand stand out in a crowded seasonal market.