Delving deeper into it, however, I’ve come to realize that their work on this mascot boy character for the Chichiyasu brand was more of a subtle redesign. The character, のチー坊 (whose name seems to translate into various English versions—Chi Bow, Qi Bow, Qi Fang, etc…) was actually created in 1953 and looked then very much as he does now.
Doppo may have made the lines of the hair a bit heavier and created the alternate trademark showing the back of Qi Bow’s head, but their most important contribution may have been in recognizing the quality of the original 1953 trademark, which had been replaced several times over the decades.
Doppo’s design for the lunch box Tetra Brik package is direct and appealing in a way that far exceeds the usual (and sometimes insipid) kawaii aesthetic.
The back of the package shows a clever use for their back-of-the-head verso symbol, using the objectness of the package to imply a three-dimensional existence for the two-dimensional character. (See also: Eye contact with packaging)
And yet Chichiyasu was not the only milk company to employ a mascot of this type.
There are numerous similar examples from Japanese dairy packaging of the 1950s and 60s, including a very similar looking baby character for Hosho “Warranty” brand milk.
According to the citymilk.net “drifting dairy industry” website, the bottle on the right is from “the early 1950s.”
Depending on which of those years it was manufactured, this bottle might constitute an earlier precedent for a milk logo of a round-faced child with unruly bangs beneath a peaked cap.
See also: Shōwa Modan Packaging