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Askul, a mail-order business with a selection of 40.000 products and a 24 hour delivery service to the entire country, is one of Japan’s tastes growing companies. 

For their own brand-products, they needed to establish a clear and compelling design system, reduced to its bare essentials: clarity through simplicity. The single most important benefit: Japanese and Swedish design share values like simplicity, clarity and economy.

And with a new set of eyes from outside Japan and a holistic approach in mind, a redesign of Askul’s brand identity came to life. Typography with distinctive elements of color and graphics create eye-catching packaging for Askul’s vast range of products. And such modular elements allow a quick and easy creation of packaging for new products.

Adding design to commodity products not only brightened life in offices across Japan but also has won attention for Askul across the world and boosted brand equity.