“The Champagne of Green Teas”.
SHIMODOZONO INTERNATIONAL GmbH commissioned GESINE GOLD with the development of the entire Japanese brand “KEIKO” for its launch in Germany.
The goal was to carefully and subtly visualize the various unique features of the premium product for the customer and give the brand an authentic appeal.
The packaging is inspired by a Japanese kimono – folded, not glued. To differentiate between the different tea harvests, which also vary significantly in price, a packaging range was developed. This range follows a graduated color sequence, starting from deep black, through various subtle shades of green, to a Japanese blue tone. The black represents the most premium packaging, while the more affordable tea bags are in light blue packaging.
Inside the folded “kimono-style packaging,” there are instructions that delicately describe the tea preparation process. A small piece of Japanese philosophy explains the Japanese tea culture to the viewer and tea drinker.
At the visual center of the packaging is the Keiko logo, resembling Japanese calligraphy. Typography is elevated to a graphic element here – its mere appearance conveys the product without needing many words. In a refined yet still natural-looking gold tone, it shimmers matt from the base of the high-quality natural cardboard, framed by a black background for better visibility.
Reflecting the premium character of KEIKO, the other design elements are multi-layered: similar to a Japanese band, images of the tea plantation and product name encircle the packaging. The gesture of a gift is symbolically conveyed here.
A point-of-sale (PoS) display was designed to complement the entire range. It draws upon the visual significance of Japanese design language and takes the abstracted form of a Japanese temple. KEIKO green tea candies and chocolates are also available in the market.
After a successful brand development process, London’s “Luxury Department Store” Harvey Nichols added KEIKO Green Tea to its offerings.
http://www.shimo.co.jp/eng-about.html
Product photographs:
Keiko Greentea
brand workshop
analysis
brand vision
Brand Strategy
Corporate Identity Beratung
Corporate design development
Produktentwicklung/Packaging
“The Champagne of Green Teas”.
SHIMODOZONO INTERNATIONAL GmbH commissioned GESINE GOLD with the development of the entire Japanese brand “KEIKO” for its launch in Germany.
The goal was to carefully and subtly visualize the various unique features of the premium product for the customer and give the brand an authentic appeal.
The packaging is inspired by a Japanese kimono – folded, not glued. To differentiate between the different tea harvests, which also vary significantly in price, a packaging range was developed. This range follows a graduated color sequence, starting from deep black, through various subtle shades of green, to a Japanese blue tone. The black represents the most premium packaging, while the more affordable tea bags are in light blue packaging.
Inside the folded “kimono-style packaging,” there are instructions that delicately describe the tea preparation process. A small piece of Japanese philosophy explains the Japanese tea culture to the viewer and tea drinker.
At the visual center of the packaging is the Keiko logo, resembling Japanese calligraphy. Typography is elevated to a graphic element here – its mere appearance conveys the product without needing many words. In a refined yet still natural-looking gold tone, it shimmers matt from the base of the high-quality natural cardboard, framed by a black background for better visibility.
Reflecting the premium character of KEIKO, the other design elements are multi-layered: similar to a Japanese band, images of the tea plantation and product name encircle the packaging. The gesture of a gift is symbolically conveyed here.
A point-of-sale (PoS) display was designed to complement the entire range. It draws upon the visual significance of Japanese design language and takes the abstracted form of a Japanese temple. KEIKO green tea candies and chocolates are also available in the market.
After a successful brand development process, London’s “Luxury Department Store” Harvey Nichols added KEIKO Green Tea to its offerings.
http://www.shimo.co.jp/eng-about.html
Product photographs:
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