Context

Uji Seicha Co., Ltd. in Hokkaido developed a cold-brew Japanese tea aimed at younger women, in response to the current trend of Japanese tea consumption being skewed towards middle-aged and older consumers. This tea can be enjoyed without boiling water—simply shake the tea in a bottle and it’s ready to drink. The flavour is designed to be mildly sweet with minimal bitterness. From a design perspective, the client sought a colourful, visually appealing package that would resonate with women in their twenties and perform well on social media.

Approach

We drew inspiration from Hokkaido’s vast natural landscapes—its mountains, rivers, and fresh air—to create the packaging pattern. The design also abstractly evokes the tea’s flavour notes. Furthermore, the pattern was designed to connect seamlessly across multiple packages on display, visually expressing the expansiveness of nature and the subtle sweetness of the tea.