ABOUT
Brand Owner Session
The Powerful Impact of a Single Label
Solving Social Challenges Through the Hidden Function of Labels: Communicating Through Design
Manager, Environmental Promotion Group, Marketing Division, Sustainability Promotion Department
FamilyMart Co., Ltd.
Joined FamilyMart Co., Ltd. in September 2016, initially working on environmental initiatives. From September 2018, took responsibility for CSR-related activities, promoting initiatives to address local and social issues, including the launch of Famima Children’s Cafeteria (Famima Kodomo Shokudo).
Returned to environmental initiatives in July 2019 and currently serves as Manager of the Environmental Promotion Group, Sustainability Promotion Department, leading a wide range of the company’s environmental initiatives, including food waste reduction, plastic reduction measures, and greenhouse gas emissions reduction.
How One Label Made a Huge Impact
The Power of Communicative Design in Addressing Social Challenges
As part of its efforts to reduce food waste, FamilyMart introduced its distinctive “Tearful-Eyed Sticker,” designed to encourage consumers to take action by appealing to their emotions. Combining the message “Please help me” with an expressive character illustration, the sticker represents a new approach to communicating with customers and encouraging their participation in reducing food waste.
In a 2024 pilot program, products carrying the new sticker achieved a 5-percentage-point increase in purchase rate compared with those using the conventional sticker. Following these results, FamilyMart began rolling out the initiative nationwide in March 2025. From April through September 2025, the company achieved a 5% year-on-year reduction in ready-to-eat food waste, demonstrating measurable results.
By transforming printed materials from simple information labels into communication media that connect with consumers, this initiative demonstrates the potential of effective design to influence consumer behavior and create new opportunities for addressing food waste and other social challenges.