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logo & packaging design

KAGUWA


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KAGUWA is a tea brand specialized in Japanese pure black tea.
Japanese black tea is an emerging beverage specialty, with its flavours characterised by the subtle body and rich aroma, nutured by the geography and craftsmanship of Japan.

The branding and packaging design was created by re-looking at what is essentially Japanese, while avoiding traditional handicraft aesthetics, as black tea originally comes from the West. 

As a brand that selects ‘pure’ black tea—tea without flavouring ingredients—the branding is minimalistic and straight to the point. Unnecessary decorations are avoided. The identity uses ‘looped’ paper ribbon across different packagings, leaving organic impression with its natural curves, while keeping a minimalistic look.

Available for purchase from here.








The tea selection is seasonal. The tea varietal is printed on the ‘looped’ ribbon and each varietal is represented by Japanese traditional colors and names.






The brand also offers refills, that comes in a simple pouch, designed to look like a postcard. Each tea that KAGUWA presents, is handpicked from different regions of Japan by the tea sommelier. They are the reflection of the region’s geography and climate, and these are the postcards from those places.







www.kaguwa.co.jp


credits
Art direction, design & photography: Koyuki Inagaki
Copywriting: Mariko Hara




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