Pemberton & Whitefoord Packaging Design for Beaujolais Nouveau Wine Range

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 Objecti