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East Galleries, 217
Raymond Loewy 雷蒙．洛伊
Japan Tobacco and Salt Public Corporation (now Japan Tobacco Inc.) 日本專賣公社（現日本煙草產業株式會社）
Peace cigarettes 和平牌香煙
1951
In the early 1950s, Raymond Loewy redesigned the packaging of Peace, a Japanese brand of cigarettes. Loewy, one of the most influential industrial and graphic designers of the twentieth century, developed streamlined designs for a wide variety of clients and objects, including corporate identities, retail stores, locomotive trains, and domestic appliances. In the years immediately following the Second World War, a period of intense American influence in Japan, Loewy was invited to develop designs for several Japanese corporations. His simplified modern design for Peace remained relatively unchanged for decades. The packaging features a golden dove with an olive branch in its beak—a symbol of peace—on a blue background with the brand name in bold white letters. In the context of Japan’s post-war economic boom and reinvigorated consumer culture, the brand’s sales increased more than threefold. The success of Loewy’s work, combined with his high design fee, proved to be influential in raising both the economic value and public awareness of brand and product designers in Japan.
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