Meiji Milk Caramel - Meiji (c.1958)

Year: c.1958

Format: Matchbox label

Illustrator: Tadashi Ohashi (1916-1998)

Client: Meiji

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Details: This matchbox label features a character design which can also be spotted in a c.1958 poster for Meiji. The text translates as ‘Meiji Milk Caramel, produced by automation’. The artist is Tadashi Ohashi (1916-1998).

Tadashi Ohashi was a Japanese illustrator and graphic designer. Born in Kyoto, he studied design in Tokyo and began his career as a freelance designer in 1945, working for Daimaru department store. He rose to prominence during Japan’s design boom in the 1950s, combining traditional Japanese aesthetics with modern design.

Ohashi is best known for his work with Meiji and Kikkoman. At Meiji, he created whimsical characters and playful geometric designs for posters and promotional materials. Working with Kikkoman, he developed a distinctive, semi-realistic style focused on vegetables and food, designing the iconic ‘Noda Kikko-chan’ character. His interest in vegetables resulted in the illustrated book ‘Vegetables Through Illustration’, published in 1991.

Beyond commercial work, Ohashi was also a lecturer at several Japanese universities. He received many awards, including the Purple Ribbon Award and Tokyo ADC Prize. Ohashi’s work was also featured in major exhibitions.