JTI is short for Japan Tobacco International,
an international tobacco and vaping division of Japan Tobacco Inc, a leading tobacco company in Japan.
JTI plans to create annual themes for the store display, and this year's theme is Japan. The design aims to incorporate traditional Japanese cultural elements, reorganize them, and create a modern yet traditional Japanese graphic.
The most challenging aspect of this project is the limited advertising regulations for tobacco in Hong Kong. Text and more than three colors are not allowed on window displays and point-of-sale materials (POSM) in the store. Some areas even require black and white only. Therefore, the Japanese characters are divided into patterns to convey the message, ensuring that advertising laws are not violated. The audience can still understand the Japanese theme without any issues.
