On March 11, 2011, a catastrophe struck East Japan. Despite suffering damages from the disaster, ASKUL, Japan’s no.1 direct-order retailer of office supplies, continually delivered a variety of relief material to the victims.Subsequently, ASKUL recognised the need for an ongoing system to support areas affected by the disaster in collaboration with customers.

Cube tissue boxes were transformed into canvases for kids’ artwork. A portion of the revenues was donated as art-use royalties to support the ongoing art-creation efforts of kids.

ASKUL succeeded in developing a product with a new and unique design value. The project delivered joy and hope to children in the disaster areas. Customer support was evident in sales: up 233% year-on-year.