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All of us in the project team are responsible for not only conducting our specialized tasks but also creating a concept associated with the product.
Of course, designers in Suntory make an overall design for its products.
However, we design not only products as objects but also consumers' perceptions. In other words, we try to design products so that they reflect the consumers' perceptions or needs. It would be no exaggeration to say that what we design is the core value of our brand. We believe that the strength of Suntory's design comes from its designers' deep understanding of consumers.
Generally speaking, designers tend to create something for drawing attention. However, we give first priority to consumers' needs and then design products that bring pleasure amongst them. This is because our business is based on commodities.
Designers in Suntory often attend FGD so that we can make out what consumers anticipate.
