Suntory Boss Coffee Logo

This is the logo of Boss, which is a canned coffee brand under Suntory. It is currently the top-selling product in Japan’s canned coffee category. 

The logo was designed by Suntory’s Creative Director 石浦弘幸(Hiroyuki Ishiura) in 1992. The image of the “pipe-smoking man” represents the brand’s target consumers—the working class. Meanwhile, the image is cleverly linked to the brand name Boss, symbolizing the idea that “with hard work, you could become a boss one day”.