Kagoshima Shinsen Cha 绿茶饮品包装 by Shoichiro Takei and Eriko Kunikata

Kagoshima Shinsen Cha 绿茶饮品包装 by Shoichiro Takei and Eriko Kunikata is a highly esteemed winner of the very prestigious 2022 A' Design Award 鐵獎 in 包裝設計 Competition Category.

鐵包裝· 2022

Kagoshima Shinsen Cha 绿茶饮品包装

by Shoichiro Takei and Eriko Kunikata

Client: JA KAGOSHIMA Federation of Economic Agricultural Cooperative Associations

A' Design Award 鐵獎 Winner in 包裝 Category

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Colors

The Design

About Kagoshima Shinsen Cha 绿茶饮品包装

鹿兒島新鮮茶係日本鹿兒島出產嘅瓶裝綠茶包裝設計。標籤以白色為底色,令茶嘅綠色更加鮮明突出。標籤上配以兩片簡約嘅茶葉圖案同傳統日本色彩。品牌標誌將生產商名稱嘅字首、櫻島火山嘅意象,以及英文字母T、E、A巧妙融合喺一個漢字之中。產品名稱採用平假名書寫,營造濃厚嘅日本風情。呢個設計風格同時應用喺運輸箱、橫額、海報同宣傳單張上,貫徹統一嘅視覺形象。

The Recognition

About the A' Design Award 鐵獎

Kagoshima Shinsen Cha 绿茶饮品包装是 A' Design Award 鐵獎得主，這是授予滿足人們對設計精良的創作所期待的專業與工業要求的優良設計的聲望認可。鐵獎得主展現出其創作者的高超技藝、高度專業化、專家級的理解力和創造能力。預計Kagoshima Shinsen Cha 绿茶饮品包装將成為一件備受推崇、令人欽佩且被珍愛的創作，既實用又創新。這件贏得 A' Design Award 鐵獎的設計整合了行業最佳實踐，並擁有與專業知識和才華相結合的稱職技術特性。Kagoshima Shinsen Cha 绿茶饮品包装因其嚴謹而受到尊重，旨在提供有助於讓世界變得更美好的生活品質改善。

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)