Kagoshima Shinsen Cha: A Refreshing Green Tea Beverage

Uniquely Designed by Shoichiro Takei and Eriko Kunikata

The inspiration for Kagoshima Shinsen Cha came from the team's desire to create a tea flavor that is both trendy and delicious. Unlike most Japanese bottled teas, which feature dark green or gradation backgrounds, this product breaks the mold with a clean white base color. The simple and casual design, featuring two tea leaves, adds a touch of elegance to the packaging. The logo and product name are prominently placed in the center, creating an impressive appearance on store shelves.

What sets Kagoshima Shinsen Cha apart is its unique branding strategy. The product name reflects the pride and history of leading the Japanese tea industry, while the logo combines the client's initials, the iconic Sakurajima volcano, and the word "tea" in a single Kanji character. This clever design not only showcases the beautiful green color of the tea but also incorporates traditional Japanese elements, such as Hiragana characters and traditional colors, to evoke a sense of Japanese atmosphere.

Creating this exceptional design required careful consideration of the client's vision and the essence of the product. Shoichiro Takei and Eriko Kunikata went beyond surface-level aesthetics to understand the true essence of the company and its offerings. By highlighting the best features and reflecting them in a distinctive design, they were able to create a brand that stands out in the market.

The realization of Kagoshima Shinsen Cha involved collaboration with the client from the early stages of product development. The same design concept was applied to various promotional materials, such as shipping boxes, banners, posters, and flyers, creating a cohesive and impactful brand identity.

With a duration of eight months, the project was completed in Kagoshima, Japan. The team's extensive research included studying the history of tea in Japan, the green tea industry, and the demand for green tea both domestically and internationally. They also considered factors such as agricultural practices, past sales histories, target demographics, and competitor analysis.

The design of Kagoshima Shinsen Cha faced several challenges, including how to create an impressive appearance within the limited space of the product. Additionally, the team aimed to design a logo that could be versatile and used for future product series. The naming process involved careful consideration of visual elements, word nuances, and registration issues.

Kagoshima Shinsen Cha has received recognition for its outstanding design. It was awarded the Iron A' Design Award in the Packaging Design category in 2022. This award acknowledges the product's well-designed, practical, and innovative qualities, meeting professional and industrial requirements.