Tamausagi: Redefining the Essence of Japanese Tea

Hisamichi Kasai's Bottled Tea Infuses Tradition with Innovation

The design of Tamausagi is a testament to the beauty of restraint and the power of narrative. Inspired by the wabi-sabi aesthetic, the bottle's simplicity is a nod to the understated elegance of Japan. The rabbit symbol, a nod to the folklore of Uji's guardian god, is more than an emblem; it's a storyteller, inviting consumers to partake in a tale of tradition and quality. The moonlit night theme, with its delicate cloud patterns, is a visual representation of the Gyokuro tea's unique cultivation, shaded from the sun to enhance its flavor.

What sets Tamausagi apart is its commitment to the prestige of Kyoto's tea culture. The bottle's special gold designs, with their rough texture and subdued sheen, convey a sense of luxury and exclusivity. The black bottle serves a dual purpose: protecting the tea's quality from light exposure and providing a canvas for the gold to stand out. The circular window in the packaging is a thoughtful touch, showcasing the rabbit symbol and reinforcing the product's narrative.

Hisamichi Kasai's approach to Tamausagi's design was meticulous, ensuring that every aspect from the bottle size to the box dimensions contributed to an overarching sense of harmony and purpose. The technical specifications were carefully considered to enhance the user's experience, from the moment they lay eyes on the product to the act of pouring a glass of the vibrant golden tea.

The design team, led by Kasai, included Nobuyuki Muro, Rina Yatsugaki, and Yoshihiro Yamamoto, whose collective expertise brought Tamausagi to life. Their collaboration resulted in a product that is not only visually stunning but also practical and functional. The ease of use, from the bottle's opening to the pouring, ensures that the ritual of tea drinking remains uncomplicated and enjoyable.

Launched in Kyoto in September 2020, Tamausagi is a brand that has been meticulously researched and developed to elevate the status of Japanese tea. The design challenge was to create a product that could stand as a symbol of luxury while remaining true to the essence of tea as a beverage for all. The result is a bottled tea that can be savored during special occasions or gifted as a token of appreciation, embodying the spirit of Japanese hospitality.

With its Silver A' Packaging Design Award in 2024, Tamausagi has been recognized for its outstanding design and innovation. This accolade is a reflection of the brand's commitment to excellence and its potential to redefine how Japanese tea is perceived and enjoyed worldwide. Tamausagi is not just a drink; it's a cultural ambassador in a bottle, ready to introduce the world to the subtleties of Uji Gyokuro, one sip at a time.