Design and Empathy: The Success Behind Suntory’s BOSS Coffee Brand

Empathy and Metaphors as Cornerstones of BOSS Coffee's Global Appeal

Suntory's BOSS coffee, a leading canned coffee brand in Japan, has built its long-lasting success on the power of empathy and the strategic use of metaphor in its design. Hiroyuki Ishiura, the original designer of the BOSS logo and current Creative Director at Suntory, revealed that the brand's logo, featuring a moustached man smoking a pipe, was created with the intent to resonate deeply with its target audience—primarily blue-collar workers. The logo was designed as a "partner" for these consumers, embodying the aspiration that hard work could make them a "boss" one day.

Metaphors in Packaging: Communicating with Consumers

Ishiura emphasized the importance of using metaphors in product packaging to convey deeper messages within the limited space available. For BOSS, the metaphor "canned coffee is like life" was employed to draw parallels between the bitter and sweet experiences of both coffee and life, helping consumers relate more closely to the brand.

Timing in Design: Stability Before Playfulness

The enduring success of the BOSS brand has also allowed Suntory to explore creative and playful design changes over time. Ishiura noted that such elements should only be introduced after a brand has achieved stability and maturity, ensuring that early playfulness does not dilute the brand's identity. For instance, it took BOSS 10 years to incorporate playful elements like giving the logo a body and hands, and even longer before making bolder moves like removing the logo entirely for certain products to signify specific messages, such as relaxation during vacations.