For over 30 years, Pemberton & Whitefoord (P&W) has partnered with Secoma, the parent company of Seicomart, Japan’s beloved convenience store chain, to bring European design sophistication to the Japanese market. This enduring collaboration, spanning everything from logo conceptualisation to packaging design for various own-brand products, has been built on shared values of quality, innovation, and mutual respect. With each project, P&W has infused Seicomart’s offerings with a distinct European aesthetic that appeals to Japanese consumers, setting the retailer apart in a competitive market. Nowhere is this partnership more celebrated than in their annual Beaujolais Nouveau release, a project that has become an iconic symbol of cross-cultural collaboration and creativity.

Conceptual Objective:
For over 30 years, Pemberton & Whitefoord (P&W) has been the creative partner behind Secoma’s celebrated Beaujolais Nouveau packaging, a collaboration that has transformed Seicomart’s seasonal wine offerings into a much-anticipated, refined experience for Japanese consumers. The challenge each year is rooted in balancing the fresh, vibrant essence of Beaujolais Nouveau- a wine whose very appeal lies in its youthful, fruit-forward profile- with sophisticated European aesthetics. From the outset, Secoma has looked to P&W to infuse each bottle’s design with an air of European elegance while remaining accessible and celebratory in nature.

More than a standard packaging project, this annual release captures Japan’s fascination with seasonality and freshness, harmonising with the Japanese concept of “Hatsu Mono”- the excitement surrounding the “first crop.” Seicomart’s Beaujolais Nouveau designs reflect not just the product but an entire cultural narrative, one that builds anticipation among consumers who recognise each label as an invitation to celebrate and partake in a global tradition. The objective is clear yet ambitious: to create packaging that encapsulates the wine’s fresh, natural beauty, celebrates its prestigious French origin, and speaks directly to the Japanese appreciation for premium, first-to-market products.

Creative Response:
Each year, P&W’s creative response to the Secoma brief presents an opportunity to redefine what Beaujolais Nouveau packaging can represent. The team moves beyond convention, developing labels that are simultaneously innovative and distinctly European in style. From conceptual sketches to final executions, every element is meticulously considered. Drawing on sources as varied as floral motifs, seasonal iconography, and historical French art, P&W’s designers create labels that resonate with Japanese audiences, who value a blend of elegance and vibrancy.

The creative process is dynamic, evolving to meet Secoma’s vision while keeping the Beaujolais Nouveau presentation fresh. A few years ago, the design team adopted inspiration from the Arts and Crafts movement for the premium Beaujolais Villages Nouveau and Beaujolais Rosé Nouveau labels, while keeping the Beaujolais Nouveau design minimal yet charming. In other years, the team has explored hand-painted floral wreaths and grape motifs, crafted in-house or through collaborations with renowned illustrators. This flexibility ensures that each vintage feels unique, with designs that evoke the natural beauty of the Beaujolais region while celebrating Japan’s love of nature and craftsmanship.

In 202, as in many before it, P&W’s packaging design prominently features subtle yet bold symbols of the wine’s journey from France to Japan, such as birds and butterflies, a nod to the wine’s much-anticipated arrival in Japan. These thoughtful details turn each bottle into more than just a drink; it becomes an emblem of cross-cultural celebration, capturing the festive and cosmopolitan spirit that Beaujolais Nouveau represents.

Commercial Conclusion:
P&W and Secoma’s collaboration has transformed Seicomart into one of Japan’s premier destinations for Beaujolais Nouveau. While Japan remains the top export market for this wine, Seicomart has become one of the most prominent retailers in the country to offer an exclusive, own-brand product range. With each new release, Seicomart’s Beaujolais Nouveau sells out quickly, driven by both the quality of the wine and the appeal of its packaging. P&W’s design work has created a unique visual identity for Seicomart, distinguishing it from competitors like Lawson and 7-Eleven, whose aesthetic is heavily influenced by American branding principles. Seicomart’s European-inspired look, cultivated through P&W’s influence, has built strong brand loyalty among customers who value quality, tradition, and a sense of place.

Beyond the annual wine launch, this partnership reflects Secoma’s dedication to community and accessibility, with Seicomart stores often serving as vital resources in Hokkaido’s rural areas. P&W’s contributions span a wide array of Seicomart’s own-brand products, from coffee to household essentials, underscoring a shared commitment to quality and innovation that has positioned Seicomart as a trusted and cherished brand. Seicomart’s Beaujolais Nouveau has also become a major draw for Japan’s seasonal wine enthusiasts, embodying Secoma’s ethos of making European-inspired quality products available at accessible prices.

This three-decade collaboration between P&W and Secoma speaks to the power of shared vision, cultural respect, and an unwavering commitment to excellence. Every November, as consumers await the arrival of Beaujolais Nouveau, Seicomart stands out not only for the quality of its offerings but also for the unforgettable experience it creates with each bottle- a testament to the enduring, impactful relationship between P&W and Secoma. Together, we have redefined the role of own-brand packaging in Japanese retail, setting a standard that resonates far beyond Hokkaido, elevating Seicomart’s place in Japan’s cultural and commercial landscape.