Good Design Award for a New Venture! The Inside Story of Developing the Drinkable Mist Supplement "IN MIST" (Part 1)

"IN MIST" is a drinkable mist supplement that overturns the conventional concept of supplements. Born from a new business competition, this product received the 2023 Good Design Award in October 2023.

We spoke with Tomoya Nagata of Suntory Holdings Limited, Kaoru Yagi of Dentsu Consulting Inc., and Nana Fukasawa of Dentsu Inc., who served as the product's art director, about the development story and the response since its launch. Takuya Kagata of Dentsu Consulting Inc. serves as the moderator. This interview is presented in two parts.

The mist type makes it easy to take and easy to make a habit

Kagata: First, could you tell us what kind of product "IN MIST" is?

Nagata: It's a supplement where liquid nutrients are taken in mist form. By atomizing the nutrients, absorption begins immediately in the mouth, allowing direct nutrient uptake. There are three types based on "flavor × ingredient." My top recommendation is "ClearWhite Lemon," a lemon flavor containing vitamin C and hyaluronic acid. Pressing once dispenses about 1ml, and this 1ml contains a full day's worth of vitamin C. Since vitamin C leaves the body within a few hours of intake, we recommend taking it about three times a day.

"Goodnight HerbTea" features a jasmine flavor and L-theanine, an amino acid derived from green tea. Its pleasant aroma makes it perfect for consumption before bed. The third is "Vitamin Maintenance," an energy drink flavor containing seven types of multivitamins.

Yagi: In a nutshell, "IN MIST" is a product that has significantly changed the UX of supplements. By transforming supplements, which have traditionally been taken as tablets or capsules, into a mist form, it eliminates the difficulty of swallowing them. Furthermore, since it can be taken without water, it has become easier than ever to incorporate into one's daily routine.

Kagata: I see. I'd like to try the Clear White Lemon flavor of "IN MIST" now. The sensation of the mist filling my mouth is refreshing and very novel. The taste is delicious too—it has more lemon tartness than I expected, creating an addictive flavor that makes you want to drink it again and again.

Kagata: I understand Mr. Yagi was instrumental in creating the opportunity for this product's birth. What was the background behind the creation of this new product?

Yagi: Within the Dentsu Group, I've been involved in developing new products and services. I've always loved product development, so I wasn't content to just work internally; I wanted a broader platform to output my work externally. Around that time, I found a competition hosted by Suntory Beverage & Food International on an open innovation platform. I applied for that in 2019.

Nagata: I belong to Suntory Holdings and am currently seconded to Zero One Booster, a company supporting new business development. Before my secondment, I was involved in the competition selection process, and that's when Mr. Yagi submitted his entry. Among over 500 submissions, the idea that became the prototype for "IN MIST" was among the final 10 selected.

Designing a supplement that blends into consumers' lives

Kagata: I understand the initial idea wasn't actually a supplement. What stages did "IN MIST" go through before reaching its current form?

Nagata: Initially, it was called "Mist Shower Drink," and we were exploring turning regular beverages into mist. With the concept of a sprayable drink, I was mentoring Mr. Yagi, and we brainstormed various ideas together. During this process, I often forgot to take my own supplements. I thought, "If it were a mist shower, it would be easier to take." You wouldn't need to prepare water to take the supplement, it would be convenient, and the nutrients would be easier to absorb. So, it felt like I was creating the supplement I personally wanted.

Yagi: Actually, when we were thinking of it as a beverage, the act of "drinking mist" felt detached from daily life, and I felt it would be difficult to integrate it into people's routines. But by making it a supplement, it gained functional value and would fit into the busy lives of modern people. So, Mr. Osada and I refined the concept in that direction.

Osada: For people who are too busy to manage their health, but find supplements hard to take or forget to take them, a mist-type supplement could offer a new way to replenish nutrients.

Kagata: Mr. Fukasawa, you handled the art direction for "IN MIST." What kind of image did you envision for the concept presented by Mr. Nagata and Mr. Yagi, and how did you translate that into the design?

Fukasawa: First, I felt the mist form itself was very iconic. As Mr. Yagi mentioned, "blending into daily life" was key. So, I built the worldview around creating something that could be placed naturally within daily routines—like a water bottle or cup you use every day—without feeling out of place.

Supplements that were "a grind" become small daily joys

Kagata: After launching on a crowdfunding site in April 2023 and achieving 800% of the funding goal, what was the consumer reaction and feedback like?

Nagata: The response far exceeded our expectations and surprised us. When we interviewed purchasers, we heard many comments like "It's just so easy to keep using" and "It's easy to make it a habit." We were relieved to see that the core value of this product was being recognized.

Yagi: We also learned a lot from customers using it in ways we hadn't anticipated. For example, someone placed it by their sink and gave it a quick spray while washing their face in the morning. They said, "It's great!" because the design fits seamlessly by the sink.

Kagata: When taking supplements, you'd normally need to get water, take them out of the bottle or medicine box, sit at the dining table, and take them – a whole series of actions. But this changes that behavior. You can take them right in bed, even while lying down.

Yagi: I think one key element for habit formation is "not needing to put it away." Actions like "taking it out" and "preparing water" seem simple, but they become a hassle when done daily. That's why we focused on creating a design that feels natural even when simply placed along your daily path. I keep mine on my desk, and I can get my vitamin C just by giving it a quick spray whenever I catch sight of it while working.

Fukasawa: The only design decision made early on was to incorporate the logo symbolically. Beyond that, we focused on keeping it minimal and simple. As a result, people are placing and using it in places I never imagined. As a designer, it was scary to pare down the elements this much, but I think it turned out well.

Yagi: One customer said, "Taking supplements used to feel like a chore." They weren't something you took for taste or enjoyment, yet forgetting to take them made you feel guilty. But with "IN MIST," they said it tastes good and is easy to take, so they can keep it up. "It's a small thing, but achieving that boosts my self-esteem." It made me incredibly happy that we could impact that emotional aspect too.

"IN MIST" pioneered a new form of supplement that seamlessly integrates into daily life. In the second part, we'll discuss the journey to winning the Good Design Award, the challenges of launching a new business, and future prospects.

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