Masanori Eto
C001714
Package Design / Japan
Working in Tokyo, Japan.
After studying economics at Toyo university, he studied at an art school, and became a graphic designer in Tokyo.
｜Career｜
After working for F.Kudo's designer office for two years, he joined ADBRAIN Inc. as a graphic designer in 1989. He has been working on the package design for over quarter century. Then, he designed packages for over 500 SKUs, so far. Now, he belongs to the management department at ADBRAIN, working on creative direction, business development, design education and advisor in his company.
▪ ADBRAIN Inc. : https://www.adbrain.co.jp/
｜Personal Project｜
On the other hand, as his own job, he designed various souvenir sweets packages, and cooperated as a design advisor for KURZ Japan (September 2020 to May 2021), too.
▪ Personal : https://packagingoftheworld.com/members/masanorieto/
He has worked on many projects as a board member of JPDA : Japan Package Design Association (2014 to 2022), and he worked on many projects, in charge of Public relation, “Tohoku” support project, and International exchange, ASPaC : Asia Students Package design Competition, APD Awards : Asia Package Design Conference Awards.
▪ JPDA : https://www.jpda.or.jp/en
｜International Awards Jury Experience｜
He has a good knowledge of the world's past and future trend of packaging design from plentiful international awards jury experiences.
▪ ADC 101st Annual Awards (2022), in U.S.A https://www.adcawards.org/jury#target=packagingproductdesign
▪ A’ Design award and competition (2014 to 2022), in Italy
https://competition.adesignaward.com/jury.html
▪ The Dieline Awards (2015,2016), in U.S.A
https://thedieline.com/blog/2015/11/23/meet-our-judges-the-dieline-awards-2016?
▪ The Vertex Awards (2015 to 2022), in U.S.A
https://www.vertexawards.org/judges/
▪ Kyiv International Advertising Festival (2015), in Ukraine
http://2015.kiaf.com.ua/en/jury/2
▪ Muse Creative Awards (2016 to 2022), in Malaysia
https://museaward.com/our-judge.php
▪ Japan Package Design Awards (2014, 2016, 2018, 2020), in Japan
｜Seminar & Workshop｜
He taught about package design in a seminar and workshop at many art schools and University, in Japan, China and Taiwan.
▪ Japan :
Kobe Design University (Kobe) / Tokyo University of the Arts (Tokyo) / Musashino Art University (Tokyo) / Tokyo Metropolitan University (Tokyo) / Kuwasawa Design School (Tokyo) / Nippon Designers School (Tokyo) / Tokyo Designplex Institute (Tokyo) / Tokyo Mode Gakuen (Tokyo) / Nihon Kogakuin (Tokyo) / CHUO Institute of Information and Design (Takasaki) / Nippon Designer Academy of Fine Arts (Sendai) / Hokkaido College of Art & Design (Sapporo)
▪ China :
Academy of Arts & Design, Tsinghua University (Beijing) / Shanghai Institute of Visual Arts (Shanghai)
▪ Taiwan :
Chaoyang University of Technology (Taichung)
Portfolio
-
Swiss Emmi “Kajitsugoro”
Working women had happy to eat this "the yogurt with large fruits", as a reward for oneself. To lead them there, we made condensed design and choiced this packaging color "Emmi purple", these were fits for the mind of women. At that time, purple was not usually used for yogurt package in Japan. But, we thought, "the feeling of different" led to innovation. Then, this have mega hit in Japan.
-
Piknik
The emblem design made it image of cafe, for a design that suits adults who used to be teenagers before. "Piknik" has been sold as a milk drink for teenagers, quarter century. After school club activities, they take a break with this. But, Someday they will graduates school, and "Piknik" too. So, we designed new "Piknik" that a former teenagers want to buy.
-
HOT NOODLE
A cup ramen design that broke the rules to revive the brand. I made "Rap style" design with existing logo and using only minimal elements. I think, destruction will be making innovation in some cases. The brand weakened as a result of many changes in taste, layout, sizzle, and brand image at the request of the sales floor. Then, this is the solution that came up to me.
-
Mukashinagarano-Source-Yakisoba
I made minimalistic design that appeals to quality, not junk. this is nostalgic taste cup-yakisoba design. Cup-yakisoba are classified as junk food, but this product was aimed at improving the taste and quality. And we didn't have to copy other companies' products, we chose our own approach. Because of that, I have expressed sizzle photo by the perspective of eater, unlike the other products.
-
Saclon
This is a minimalism design that easy to understand about its effects. Saclon is a medicine that refreshes the stomach that has been sold for a long time. Using silver (imagines the effect) and light green (brand equity), and I designed it like a message board. It's not a powerful drug, but a neutralizing drug, so I tried to create a refreshing image.
-
Patisserie Orandaya
"Orandaya" is a local patisserie in the Chiba area, beloved by the locals. Local but near Tokyo, not old-fashioned but not up to date, I wished to design as a retro-modern brand. Chiba is close to Tokyo, but there is a lot of nature and agriculture is also active. Especially the production of peanuts is famous. These are the package design and the logo for baked sweets made from nature bounty.
-
Hokkaido non sterilized milk (Concept work)
The message of this design is “Mammals grow up with mother’s milk”. Infants receive nutrient from mother’s milk. At the same time, immunity is received, too. There are the special relationship of mother and child. This is used for “food education” in school lunch. This idea is inspired by one milk in Hokkaido, it is only one non sterilized milk approved by Japanese government.
-
Sustainability water package (Concept work)
I wished, switches the water package from PET bottle to Carton Packaging by the power of design. Sustainability is a most important theme of this age. This border pattern makes you feel refreshed and positive, just like a border T-shirt. Also, you can choose your favorite from several patterns. This design symbolizes sustainability as your free choice, rather than being forced by anyone.
