In Japan, the logistics industry is seen as “difficult,” “dirty,” and “dangerous,” and job applicants decrease on a yearly basis. On the other hand, due to the evolution of Amazon and other internet shopping services, it is becoming an increasingly important industry. There was a need to create a new image for the logistics industry in Japan for young people and particularly women, for whom societal advancement is an important topic.

We timed the pictogram release to line up with the largest logistics event in Japan. We merchandised the pictogram and tried to renew the image of the logistics industry, particularly for women.