Client : Japan Railway Company
Category : New Service Development
Role : Creative Director, Conceptor
Awards : Cannes Lions(Experience Design Shortlist, Healthcare Shortlist), Andy Awards(Package Design Bronze), Epica Awards(Packaging Design Bronze), New York Festivals(Design Bronze x2, Advant-Garde Finalist), GOOD DESIGN AWARD(BEST100), One Show(Intellectual Property Merit), FAB Awards(Sales Promotion), Adfest(Promo Bronze, Design Finalist, Direct Finalist, Branded Content & Entertainment Finalist), Spikes Asia(Design Shortlist, Promo&Activation Shortlist), LIA(Product Design Shortlist), etc
*Case about its detailed system
Stressed and overworked Japanese are ignoring their nutritional needs, increasing the burden on the country’s healthcare system. Japan Railways, the most prominent rail company in Japan with many deli food courts in it’s stations, wants to become people’s life infrastructures.
DELICIOUS SUPPLEMENT is an individually tailored, nutritionally complete supplement prescribed by a nutritionist. Using AI diagnosis through the LINE messaging app customers are prescribed the right combination of pick-and-mix style deli capsules. Each capsule helps customers rebalance their nutritional needs with a range of food that can create 2.2 million combinations.
This new service was covered by plenty of media
To save modern day culture’s unbalanced nutrition, the service is now being rolled out nationally.