Amid the downturn in the birth rate in Japan, Pigeon Corporation promptly worked on its global strategy. It introduced a uniform visual identity to products for overseas markets and standardized package designs. These efforts aimed to increase the appeal of the Pigeon brand in selling spaces outside Japan and to establish a brand position of high-quality and high-performance products. Securing an image of overall uniformity for the Pigeon brand without compromising distinguishability between the four product categories, Gramco created a package design system and compiled it in the form of a package manual.
Gramco has been offering support to Pigeon since the project launch in 2008.