Image of Pemberton & Whitefoord LLP's cube box coffee sachet packaging design solution for Japanese retailer, ASKUL. The design looks premium with a white script font on a black background, giving the impression of handwritten notes on a chalkboard.


Askul is the largest catalogue based business-to-business retailer in Japan, selling a wide range of office essentials, from paper clips to instant coffee. P&W has helped to develop the Askul own brand, with packaging solutions for food & beverage and non-food categories.

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Conceptional objective:

Over a number of years, P&W has helped to develop the Askul own brand, with packaging solutions for food & beverage and non-food categories. From a range of delicate teas in collaboration with Lupicia to lemon-flavoured salt tablets to rehydrate those undertaking physical activities, P&W has undertaken a variety of stimulating projects with the retailer.

Creative response:

Askul has a strong online presence and popular catalogue purchasing consumer base. Although briefs vary depending on the product type, P&W’s task is always to generate striking designs that stand out from branded products. This challenge is tackled via bespoke illustrations, vibrant colour pallets and well-considered typographic choices.

Commercial Conclusion:

The Askul team are delighted with P&W’s contribution, which they feel helps provide a influence that is not achievable by native agencies. P&W’s ‘European’ approach to packaging design strategies helps provide differentiation amongst a plethora of Japanese branded products.

Image of cute lemon characters on individual blue wrappers for ASKUL. The packaging design solution by Pemberton & Whitefoord LLP features Japanese text.
This image is of a pack of four toilet rolls. The packaging design is floral and feminine featuring roses and leaves of a pastel pink background.
An image of four pouches on a watercolour background. The colourful packaging designs by Pemberton & Whitefoord LLP feature bespoke watercolour illustrations. There are four flavour of tea featured, including an Earl Grey Blend.
A cute and colourful retail packaging design solution for Askul by Pemberton & Whitefoord LLP featuring little faces and colourful swirls of pink, orange and blue.
This image is of the ASKUL catalogue from the outside and also a page inside with our sweet packet designs on.