On October 1st, Shiseido Parlour's Western confectionery series will be completely redesigned for the first time in 25 years since its 1990 relaunch.

This relaunch, based on the concept of "Ginza Avant-Garde," will completely revamp the confectionery series, from its contents to its packaging. For "Biscuits" and "Sable aux Fromages," the company has pursued ingredients that create hidden flavors and new textures that enhance their deliciousness. For "Cheesecake," "Brandy Cake," "Sable," "La Ganache," and "Chocolavion," the main ingredients have been revised. Other considerations include individual packaging and slicing for easier eating.

In addition, the packaging for "Hanatsubaki Biscuits," "Custard Pudding," and "Ginza Main Store Original Blend Drip Coffee" has also been revamped. The new design, which includes everything from the wrapping paper and handbags to the individual packages, was reworked in collaboration with graphic designer Masayoshi Nakajo, who also worked on the 1990 relaunch. While the pattern is classic, it incorporates youthful and powerful stripes and motifs that highlight the individuality of the sweets, achieving a balance between tradition and innovation, and creating a design that makes it easy to imagine the taste when actually eating them.The healthy, bright colors, the impact of black, and the new arabesque pattern create a world view that symbolizes "Ginza Avant-Garde."