TOSHIBA GLOBAL PACKAGING
Packaging that sells, informs and includes.
The packaging concept captures the essence of the brand and unifies the VBL and its identity, blending Japanese cultural heritage with technology and visual clarity while forging an emotional connection with consumers. Its faces combine into multiple compositions at the point of sale, enabling self-promotion.
It supports social inclusion through simultaneous printing of text and tactile Braille embossing, with high-weight paper and satin and gloss varnish finishes that honor the brand’s quality and tradition.
Based on the global VBL concept, organize and strengthen presence at the point of sale while reducing the cost of point-of-purchase material.
A versatile design allowing multiple compositions at the point of sale and self-promotion, with meticulous detail, high-quality paper and special satin and gloss finishes reflecting the brand’s tradition and product quality.
- iF Design Award winner
- Packaging faces combine into a sustainable, multifunctional visual panel
- Reduced cost of POP material
- Organized point of sale
- Maximized brand and product communication
- Extended packaging function and lifetime, connecting company values and consumers
- Inclusion system with Braille applied to packaging surfaces
Awards & recognition
Trade-offs
- Prioritized brand storytelling over lowest-cost packaging, accepting higher production complexity to strengthen shelf impact and brand coherence globally.
- Balanced retail visibility against sustainability constraints, choosing multifunctional packaging that reduced POP materials while extending packaging lifecycle.
- Included inclusive features (Braille) over production simplicity, trading manufacturing ease for social inclusion, compliance and brand responsibility.