Calorie Mate (カロリーメイト)

Gan Hosoya is a Japanese graphic designer who joined Wright Publicity Company in 1954. Unlike confectionery companies, Otsuka Pharmaceutical, the company behind CalorieMate, positioned the product not as a confectionery but as a food item that emphasizes nutritional balance and the need to think about nutrition logically before consuming it. In a market where there were no similar products, there was a strong need to express the nutritional functionality of CalorieMate through its packaging design. Hosoya aimed to convey the appeal of CalorieMate as a food product containing a balanced mix of essential nutrients purely through text. He prominently displayed the nutritional components in English and crafted a design with high messaging value. The product logo deliberately adopted classical typography for a product with a new concept, creating unexpectedness and originality. This design, almost unchanged, continues to be used to this day.