FlowFushi is an independent Japanese cosmetics brand was looking to get their limited edition lip gloss on the must-have list of fashionable Japanese women for spring. This product, called SWIRL, features a unique marbling of product in the bottle. The key visual incorporates the Japanese kanji character “uzu” (Japanese for “swirl”), which is lost-and-found within a bold, swirling graphic pattern. This campaign extended across retail POP, packaging, video, social, OOH, magazine, and a pop-up store.

Creative Director: Pam Fujimoto • Designer: Yumiko Kinoshita • Designer (pop-up store): Jeff Lancaster • Producer: Laura Haithcock / Stacy McCann

Pop-up store: Launched before the product was available in stores in the trendy Omotesando district of Tokyo. For one week, there were long lines, with a steady 4 hour wait to get in.

Package design


Case Study