Tamausagi 병입 녹차 by Hisamichi Kasai is a highly esteemed winner of the very prestigious 2024 A' Design Award 은상 in 패키징 디자인 Competition Category.

은패키징· 2024

Tamausagi 병입 녹차

by Hisamichi Kasai

Client: Shunbin inc.

A' Design Award 은상 Winner in 패키징 Category

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Colors

The Design

About Tamausagi 병입 녹차

타마우사기(Tamausagi)는 교토의 전통 우지 제법으로 만든 우지 교쿠로를 우려낸 병입 일본 차이다. 병은 일본의 간결함의 미학인 와비사비에서 영감을 받은 단순한 형태를 지닌다. 심벌은 우지의 수호신을 인도했던 토끼이다. 병에는 옅은 구름이 드리운 달밤이 표현되어 있는데, 이는 찻잎을 햇빛으로부터 차광하는 교쿠로 재배법을 은유한 것이다. 거친 질감과 은은한 광택을 지닌 금색 장식이 더해졌다. 검은 병은 빛을 차단하여 차를 보호한다. 상자에 뚫린 원형 창을 통해 토끼 심벌이 드러난다.

The Recognition

About the A' Design Award 은상

Tamausagi 병입 녹차, 이 작품은 A' Design Award 은상 수상작으로, 최상급이며 아름답고 인상적인 디자인에 수여되는 비범하게 권위 있는 인정입니다. 은상 수상작은 대단히 뛰어나고 매우 창의적인 작품으로, 디자이너의 탁월한 전문 지식, 재능, 통찰력을 보여 줍니다. Tamausagi 병입 녹차, 이 작품은 훌륭한 대표작으로서 매우 전문적이고 깊이 있게 혁신적일 것으로 기대됩니다. 이 은상 수상 디자인은 예술, 과학, 디자인, 기술의 경계를 넓히는 데 이바지하는 주목할 만하고 찬사를 받는 발명품입니다. Tamausagi 병입 녹차, 이 작품은 모두가 부러워하는 창작물로서 욕망을 일깨우고 긍정적인 감정을 불러오며 경탄과 경이로움을 불러일으킵니다.

Behind the Design

Press Kit

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

Unique Properties: Tamausagi is a bottled Japanese tea brewed with "Uji Gyokuro," a tea produced using Kyoto's traditional Uji tea manufacturing technique. Japanese tea is often served for free in many restaurants in Kyoto and all over Japan. We developed Tamausagi to provide delicious tea to increase the value of Uji tea and to promote its production.
Dimensions & Packaging: Bottle size: Diameter 52mm x Height 196mm
Box size: Width 145mm x Height 242mm x Depth 75mm
Tags: Tea, Japanese Tea, Green Tea, Uji Gyokuro, Package design
Production Technology: To evoke the prestige and exclusive luxury of Kyoto, we applied special gold designs to the bottle. With a rough texture and subdued gleam, the gold exudes a strong presence. A black bottle, which blocks light, was used to protect the tea's quality. We added a circular window to the packaging to allow the rabbit symbol on the bottle to be seen. Inspired by the Gyokuro cultivation method of shading tea leaves from sunlight, we depict a moonlit night with thin clouds.
Design Challenge: Due to the risk of the bottle falling over during filling at the factory, it was necessary to adjust the shape of the bottle finely. The most challenging task was to balance functionality with art: to have a design that evokes the simplicity of Japan's beauty without impeding the filling process. Additionally, we spent significant time meticulously designing the bottle's visual appeal to ensure that it is beautiful from every angle.
Research: We were conscious of the design to enhance and capitalize on the value of Japanese tea itself, which until now has been offered free of charge. Also, the design aims to create a brand of tea that can be served on special occasions, such as a welcome drink or as a non-alcoholic beverage for those who cannot drink alcohol at an event.
Inspiration: The bottle has a simple form inspired by Japan's aesthetic of simplicity, known as wabi-sabi. The symbol comes from a rabbit, which guided the guardian god of Uji and looked back to ensure the god was following. The bottle's design, which evokes the image of a moonlit night with thin clouds, represents the Gyokuro tea's cultivation method of shading the leaves from the sun. Traditional Japanese patterns, reminiscent of Uji tea's long history, are incorporated into the clouds' design.
Project Duration: This brand was launched in Kyoto, Japan in September 2020.
Operation Flow: Simply open the bottle and pour a glass to enjoy Japanese tea of the highest quality. The bottle design, with its rabbit motif, adds an elegant flair to the table, and when poured into a glass, the tea's beautiful, vibrant golden color catches your eye. The design is perfect for a special time with a loved one or as a gift.
Patents: Trademark: 2023 Kyoto Tea Cooperative
Team Members: Art Director: Hisamichi Kasai
Designer: Hisamichi Kasai
Producer:Nobuyuki Muro
Planner: Rina Yatsugaki
Photographer: Yoshihiro Yamamoto
Image Credits: Shunbin Co., Ltd.