Pocari Sweat arrived in April 1980 as a 245 ml can from Otsuka Pharmaceutical: a white body, a deep blue band, a white wordmark and one white wave line running through it. Forty-odd years later the can still looks almost the same.

This system is built from that can and from the summer advertising around it. White pages, one confident band of logo blue, pale sky tints instead of shadows, and type that stays calm and open. Most of the page is left as sky.