Canned coffee with milk and sugar is one of the most popular drinks in Japan. Being convenient and casual, it has been loved by blue-collar workers. BOSS was launched in 1992 with the concept “The Partner of workers”. BOSS lovers take pride in their work and think “I’m the BOSS in my field”. The “BOSS CUP-CAN” is designed for executive workers as a symbol of success. Why not a dripped coffee? Because Japanese workers are familiar with the sweet taste. People tend to prefer sweetness to bitterness.

Statement of the jury

Espresso straight out of this cup-shaped tin offers a slice of lifestyle and a stylish pick-me-up that gives one the feeling of being the boss.

Special Mention

Excellent Communications Design