{"id":5652,"date":"2026-06-04T18:25:17","date_gmt":"2026-06-04T09:25:17","guid":{"rendered":"https:\/\/handdesign.jp\/?post_type=works&#038;p=5652"},"modified":"2026-06-04T18:25:23","modified_gmt":"2026-06-04T09:25:23","slug":"calbee-%e3%83%9d%e3%83%86%e3%83%88%e3%83%81%e3%83%83%e3%83%97%e3%82%b9","status":"publish","type":"works","link":"https:\/\/handdesign.jp\/en\/works\/calbee-%e3%83%9d%e3%83%86%e3%83%88%e3%83%81%e3%83%83%e3%83%97%e3%82%b9\/","title":{"rendered":"Calbee \u30dd\u30c6\u30c8\u30c1\u30c3\u30d7\u30b9"},"content":{"rendered":"\n<p>To commemorate the 50th anniversary of Calbee Potato Chips, I was responsible for the packaging redesign and the visual design of the anniversary campaign and events.<br>The redesign was applied across the entire Calbee Potato Chips portfolio, including product variations such as Ultra Thin Cut and Extra Thick Cut, creating a unified and cohesive brand identity.<br>A signature ribbon-like graphic called \u201cCalbee Way\u201d was introduced as the core visual element, extending from the potato chips as if unfolding into a road. \u201cCalbee Way\u201d embodies the idea that, as Calbee Potato Chips celebrates its 50th anniversary, the brand will continue its journey into the future, forging new paths ahead.<br>The renewed design system has since been expanded across a wide range of products within the Calbee Potato Chips brand.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"5146\" height=\"3639\" src=\"https:\/\/handdesign.jp\/wp\/wp-content\/uploads\/2026\/06\/260602_calbee_basic_3flavor_pkg.jpg\" alt=\"\" class=\"wp-image-5648\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"4960\" height=\"3507\" src=\"https:\/\/handdesign.jp\/wp\/wp-content\/uploads\/2026\/06\/260603_calbee_atusgiri_3flavor_pkg.jpg\" alt=\"\" class=\"wp-image-5649\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"4960\" height=\"3507\" src=\"https:\/\/handdesign.jp\/wp\/wp-content\/uploads\/2026\/06\/260602_calbee_usugiri_3flavor_pkg.jpg\" alt=\"\" class=\"wp-image-5650\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"6124\" height=\"3444\" src=\"https:\/\/handdesign.jp\/wp\/wp-content\/uploads\/2026\/06\/260603_calbee_pkg_all.jpg\" alt=\"\" class=\"wp-image-5651\"\/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>To commemorate the 50th anniversary of Calbee Potato Chips, I was responsible for the packaging redesign and t [&hellip;]<\/p>\n","protected":false},"featured_media":5647,"template":"","meta":{"_acf_changed":true,"_locale":"en_US","_original_post":"https:\/\/handdesign.jp\/?post_type=works&p=5646"},"works_category":[10],"class_list":["post-5652","works","type-works","status-publish","has-post-thumbnail","hentry","works_category-branding","en-US"],"acf":[],"_links":{"self":[{"href":"https:\/\/handdesign.jp\/wp-json\/wp\/v2\/works\/5652","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/handdesign.jp\/wp-json\/wp\/v2\/works"}],"about":[{"href":"https:\/\/handdesign.jp\/wp-json\/wp\/v2\/types\/works"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/handdesign.jp\/wp-json\/wp\/v2\/media\/5647"}],"wp:attachment":[{"href":"https:\/\/handdesign.jp\/wp-json\/wp\/v2\/media?parent=5652"}],"wp:term":[{"taxonomy":"works_category","embeddable":true,"href":"https:\/\/handdesign.jp\/wp-json\/wp\/v2\/works_category?post=5652"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}