Kagoshima Shinsen Cha 녹차 음료 패키지 디자인 by Shoichiro Takei and Eriko Kunikata

Kagoshima Shinsen Cha 녹차 음료 패키지 디자인 by Shoichiro Takei and Eriko Kunikata is a highly esteemed winner of the very prestigious 2022 A' Design Award 철상 in 패키징 디자인 Competition Category.

철패키징· 2022

Kagoshima Shinsen Cha 녹차 음료 패키지 디자인

by Shoichiro Takei and Eriko Kunikata

Client: JA KAGOSHIMA Federation of Economic Agricultural Cooperative Associations

A' Design Award 철상 Winner in 패키징 Category

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Colors

The Design

About Kagoshima Shinsen Cha 녹차 음료 패키지 디자인

가고시마 신센차는 일본 가고시마에서 생산된 병입 녹차를 위한 패키지입니다. 라벨은 흰색을 바탕색으로 사용하여 차의 녹색이 선명하게 드러나도록 했습니다. 라벨에는 단순한 형태의 찻잎 두 장과 일본 전통 색상이 배치되어 있습니다. 로고는 생산자의 이니셜과 화산 사쿠라지마, 그리고 T, E, A라는 글자를 하나의 한자 안에 결합한 것입니다. 제품명에는 히라가나를 사용하여 일본적인 분위기를 표현했습니다. 동일한 디자인이 배송 상자, 배너, 포스터, 전단지에도 적용되었습니다.

The Recognition

About the A' Design Award 철상

Kagoshima Shinsen Cha 녹차 음료 패키지 디자인, 이 작품은 A' Design Award 철상 수상작으로, 잘 디자인된 창작물에 기대되는 전문적·산업적 요건을 충족하는 좋은 디자인에 수여되는 권위 있는 인정입니다. 철상 수상작은 창작자의 뛰어난 기술, 높은 전문성, 전문가다운 이해, 창의적 역량을 보여 줍니다. Kagoshima Shinsen Cha 녹차 음료 패키지 디자인, 이 작품은 높이 평가받고 감탄과 사랑을 받는 창작물로서 실용적이고 혁신적일 것으로 기대됩니다. 이 철상 수상 디자인은 업계 모범 사례를 통합하며 노하우와 재능으로 연결된 유능한 기술적 특성을 갖추고 있습니다. Kagoshima Shinsen Cha 녹차 음료 패키지 디자인, 이 작품은 철저함으로 존중받으며 삶의 질을 개선하여 세상을 더 나은 곳으로 만들도록 디자인되었습니다.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The team name the product to express pride and history of leading the Japanese tea industry for many years, allowing for the meaning and sound of the name. For creating this bland logo, they blend some elements, that is the client's initial, an active volcano Sakurajima Mt. (the symbol of Kagoshima in Japan) and T-E-A into only one Kanji as a mark design and the hidden message. So that the beautiful green color of this tea beverage brings out, the team use white as a basis for labeling and place simple objects with two kinds of tea leaves. Moreover, to express Japanese atmosphere, Hiragana is incorporated into the product name, and traditional Japanese colors are used on the label.
Dimensions & Packaging: W66×H206×D66
Kagoshima prefecture’s tea production is the second largest agricultural output in Japan. However, most of the tea leaves are supplied to companies outside Kagoshima to process. Therefore, Kagoshima is little known as one of the leading tea producing regions in Japan. That is why the team had to build a strong branding strategy in order to create a new product of high-quality bottled tea focusing on its ingredients and production method.
Tags: #KATALSEVEN, #packagedesign, #brandingdesign, #logodesign,
Production Technology: It doesn’t matter how wonderful a product is or how much potential an initiative has; if a company cannot effectively promote its products or ideas, it won’t be able to thoroughly communicate its value to the world. The clients of the team consult them with various concerns, such as sales of their clients' existing products or developing a new business. The team approach is extremely simple and effective. They focus on the spirit of a company and its initiatives, and the essence of its products. They also consider the motives of the company’s management and its vision for the future, and incorporate all of these factors into designing a one-and-only brand. They spend the most time and effort on going beyond the surface decorative elements to perceive the true essence of a company and its products. Then they highlight and emphasize the best features, and reflect them in a distinctive design that is unique in the world. They provide total and ongoing support in building their client’s brand, so their clients are able to differentiate their company and product in the market, and boost their sales. Their wish is for clients to use them as a catalyst to bring about a brilliant chemical reaction in their clients' business.
Design Challenge: The most difficult part of its design was how to express its impressive appearance in a limited space of the product.
Also, from a branding point of view, the team thought it would be best to use the logo not only for this product but also as a banner for the client's tea brand.
Therefore, this logo should be versatile, highly visible and have a strong impact, so that it could be used for future series of the product as well.
As for its naming, they considered a number of factors, such as the visual element, the nuance of the word, and its registration issue.
Research: In addition to the history of tea in Japan and development process of green tea industry including its tradition and production area, the team examined the demand for green tea in Japan and overseas, and its product development.
Meanwhile, they team also researched the following factors, such as what agricultural producers in Kagoshima particularly focus on,
past sales histories, expected target, what type of occasion to drink, competitor's tea flavor and its design and the like.
Inspiration: The team chose a tea flavor with a comfortable and refreshing tone in trend as well as a delicious aftertaste. Most Japanese bottled teas use a dark green or a green gradation background. Meanwhile, this product is a comfortable and refreshing beverage and so they decide to use white as a base color and place a simple and casual object with two tea leaves. The logo and naming of the tea are placed in the center of the layout to give an impressive appearance at the store.
Project Duration: The project started in August 2020 in Kagoshima, Japan, and finished in April 2021 in Kagoshima. The team tried to express the uniqueness of Japan and Kagoshima to make a strong impact on its design. As a result, in a short period of time after its launch, it became a record seller, which expanded sales channels one after another. The design of this shipping box was so well received that the client decided to sell recyclable box of tea with the same design.
Operation Flow: The team were involved from a much earlier stage of the product development and when deciding tea flavor as well. And the same concept was also applied to various promotional materials such as shipping boxes, banners, posters, and flyers.
Patents: Copyrights belong to KATAL SEVEN Co., Ltd.
The client registered the logo and naming of this product as a trademark in 2021(No.T6408418/T2020-133872).
Team Members: Shoichiro Takei (Designer)
Eriko Kunikata (Producer)
Image Credits: Hiroki Ogusu (Photo)