KO-GU Fragrance Essentials
Package design for KO-GU, a fragrance brand that proposes scent as a tool for daily life.
KO-GU positions fragrance as a “tool” to enrich the lives of its users. It intentionally avoids excessive storytelling and visual expression, and values the space that allows users’ own senses and creativity to take part. Based on this concept, the package design uses only text as its minimal element and explores its presence.
The composition, in which the text is regularly broken into lines every three letters, changes its impression depending on the viewing distance and the viewer’s awareness. When seen casually, it appears like a graphic form; when observed consciously, it can be read as information. Inspired by concrete poetry (visual poetry), this structure quietly responds to the environment in which it is used and to the sensibilities of each user.
KO-GU presents a range of fragrance items that support various moments of daily life, including liquid soap, shampoo, treatment, fabric softener, and hand cream. The milky-white bottles softly reveal the color of the contents and blend naturally into the space. Even in environments such as bathrooms and washrooms, the graphic layout—where text is set in lines of three characters—achieves both a clean impression and high readability, supporting a comfortable user experience.
2025–
CLIENT: NOSE SHOP Inc.
ART DIRECTION: id inc. (Seiji Oguri)
GRAPHIC DESIGN: id inc. (Mei Shibuya)
PHOTOGRAPHY: id inc. (Seiji Oguri)