logo & packaging design

KAGUWA

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KAGUWA is a tea brand dedicated to Japanese pure black tea. As an emerging category, Japanese black tea is characterised by its subtle body and lingering aroma—qualities shaped by the land and people.

The branding and packaging design started from re-looking at what is essentially Japanese. The familiar language of tradition has been avoided, with respect for black tea’s Western origin. What remains is a delicate balance, where two sensibilities meet without overpowering one another.

KAGUWA believes in purity—black tea in its natural form, free from added flavour. The philosophy is reflected in the design, leaving only what is essential.

The packaging takes the form of a petite, gently curved can, paired with a tag bearing the tea’s name. The tag is attached to follow a soft, natural curve, adding a quiet sense of movement to the object. As e-commerce serves as the primary sales channel, the silhouette wasconsidered to remain distinctive, even at thumbnail scale.

The logotype is designed with large counters and curvy lines, subtly referencing the aesthetics of hiragana letters.

To express the aroma of tea, the names of traditional Japanese colours are picked as a naming system that the tea sommelier can utilise to for the seasonal tea selections.