Good Design Award for a New Venture! The Untold Story Behind Developing the Drinkable Mist Supplement "IN MIST" (Part 2)

Born from the collaboration between Suntory Holdings Limited and the Dentsu Group Inc., the mist-type supplement "IN MIST" quickly gained acclaim after its launch and won the "2023 Good Design Award".

Continuing from Part 1, we hear from Tomoaki Nagata of Suntory Holdings Limited, Kaoru Yagi of Dentsu ConsultingInc., and Nana Fukazawa of Dentsu Inc., who served as the product's art director, about "IN MIST," a supplement in a new mist form. The discussion is moderated by Takuya Kagata of Dentsu Consulting Inc. They discuss the path to winning the Good Design Award, the challenges faced during product development, and future plans.

The "Love" for the Product That Made Commercialization Possible

Kagata: The significant value of "IN MIST" lies in how it solves the pain points associated with taking supplements in tablet form – namely, being "hard to swallow" or "easy to forget" – by transforming them into a mist. These aspects were key factors in its selection for the 2023 Good Design Award. But why did you decide to apply in the first place?

Yagi: During development, we had absolutely no intention of targeting awards. But after launch, we realized that purchasing "IN MIST" – a product with low brand recognition and a unique concept as a "mist-form supplement" – required courage. We thought having clear recognition from a fair, third-party source would provide reassurance. Plus, we wanted to give something back to the people who supported us through crowdfunding, so we decided to apply.

Kagata: Regarding the award, what aspects do you think were evaluated?

Fukasawa: I believe the key factor was the unprecedented value offered by a mist-type supplement. It wasn't about the packaging design or anything like that; rather, it was the recognition of a new value proposition, functionality, and concept. The crucial point was communicating how to drink and use it in a way that was instantly clear.

Kagata: Originally, Mr. Yagi entered this open new business contest driven by personal passion, and now it's seen the light of day. What challenges did you face in turning the idea into reality?

Yagi: I first got involved with this project about five years ago. I was only in my second or third year at the company back then. I bought tons of spray nozzles online that looked like they could produce mist, smashed them open with a hammer at the office to examine the insides, and experimented with making electronic circuits using the parts to see if I could get mist to spray. I think my senior colleagues probably saw me as "that weird young guy doing something."

Working through trial and error with Mr. Osada, the project nearly stalled multiple times. The pandemic made communication difficult at times, and Mr. Osada's personnel transfers forced us to pause. The concept of "drinking mist" was unfamiliar, and people naturally tend to be skeptical of new things. As expected, this startup-like endeavor faced constant rejection.

But both Mr. Nagata and I absolutely loved this product. We kept searching for ways to bring it to the world. We were desperately running around, determined to responsibly launch this product we'd created, knowing it had undeniable value. So, after the launch, when people who had watched me back then told me, "I bought it!", the joy was truly immense.

Nagata: I'm currently seconded from Suntory Holdings to Zero One Booster, but I was also part of Suntory's first internal venture program cohort. So, I felt it was incredibly important to show what we could achieve outside the company. That's why bringing such a unique product to market and winning the Good Design Award hold such significant meaning for me.

Fukasawa: As a designer, I'm also very happy to be involved in a project that symbolizes my career, and I want to pursue more initiatives like this going forward.

Solving Client Challenges with "Right Brain × Left Brain × Unconventional Talent"

Kagata: This project took the form of a collaboration between two parties. How was the experience working together?

Nagata: While the final product will be released as a Zero One Booster offering, it was incredibly reassuring that both members of the Dentsu Group approached "IN MIST" as their own project, tackling it like co-founders. It wasn't a client-vendor relationship of "Please do this" and "Understood." We could truly collaborate on "How can we make this better?" That dynamic was only possible because it was you two.

Yagi: Even though I work at a consulting firm, I don't really think of myself as a consultant when I'm on the job.Because I'm often entrusted with the exploratory phase of discovering insights and challenges within the company, I don't follow a method of systematically building frameworks and logic. What I value is a style where I meet with clients face-to-face as much as possible, discuss things, listen to their voices extensively, and build things together. In this project too, I kept doing things like suddenly dropping by Mr. Nagata's office without an appointment, asking "Are you free now?", and then brainstorming together as we moved forward.

Kagata: At Dentsu Consulting Inc., we champion the concept of "Right Brain × Left Brain × Unique Talent" – combining logical thinking with design thinking, then collaborating with external talent to drive projects forward. Yagi-san, your approach truly embodies that.

Toward a Brand Delivering Healthy Habits Worldwide

Kagata: How do you envision expanding "IN MIST" going forward?

Nagata: To truly fulfill our mission of "proposing a new form of nutritional supplementation to the world," we want to expand our product lineup. We aim to increase the number of people living healthier lives using "IN MIST." Since I don't think this type of supplement exists overseas, we want to grow it into a brand accessible to people worldwide.

Yagi: We want to remain a product that delivers healthy habits. For example, starting jogging or forming even one health-related habit makes it easier to take steps toward others. Since "IN MIST" offers an extremely minimal way to adopt a health habit, we'd be thrilled if it became a gateway product to healthier living for many people.

Kagata: Finally, could you offer some advice for people who want to try a new business or challenge themselves with something new?

Nagata: I believe everything starts with a "desire." Taking that first step requires "courage," but in this line of work, failure doesn't mean the end of the world. If you have that desire, you should just go for it. I think, "You only live once, so why not challenge yourself?"

"IN MIST" is a unique product that offers many people a gateway to new health habits. In this era of 100-year lifespans, extending healthy life expectancy has become a societal theme. "IN MIST" may be one way to contribute to that.