OKAMI

Powdery Green Tea  

Overview: Okami is a green tea company that boasts its upscale selection of authentic green tea leaves. The name “Okami”, which derives from the story behind the founding of the company, means “landlady” in Japanese. This assorted tea gift box was purposely designed to promote the awareness of varieties of Japanese teas targeting young audiences while making it more accessible in their high-paced busy life. 

The concept in terms of authenticity was to communicate the dignity and the grace that the landlady from the brand’s origin story had and bring Japanese traditional elements into the packaging design in an authentic yet modern manner to appeal to the young demographic while achieving the above-mentioned goals. Four different kinds of teas are assigned to specific patterns and are packed in a way that was used to wrap medicines in Japan in days of old as a reflection of the background story of the brand.

 

Service

Packaging

Branding 

 

OKAMI : Backgrand Story

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Demographics

Young professionals in the creative fields who are always on the go and might not necessarily be a frequent consumer of Japanese green teas.

Ages

25 – 34

Interests

– Dining

– Fashion

– Music

– Films 

– Travel

– Drinking

– Networking

Likes

– Music, 

– Cafes, 

– Sushi, 

– Watches,

– Clothes

– Healthy foods

– Alcohols

– Designers furniture

Occupations

– Fashion related

– Designers

– Artists

– DJs

– Hairdresser

– Interior coordinators

– Wedding planner,

– Aromatherapists

– Musicians

– Musicians

– Photographers

– Dancers

– Architects

– Stylist,

– Nail technician

– Pastry chef

The Goal

To be positioned as a perfect way to introduce the target audience, or people around them to the extraordinary experience of Japanese tea by catching their eyes with unique packaging solutions to grow green tea lovers in the target demographic.

Challenges

1

Evoke the sense of Japanese traditional beauty and authenticity while keeping it contemporary to attract the target demographic.

 

2

Design a product packaging that’s convenient for the users in terms of preparation of the teas and functionality to fit in the high-paced busy life of the target audience.

3

Increase the awareness of varieties of Japanese teas and the difference between each tea. 

The Solutions

Functional Beauty

X

Yakuhou Paper

X

Traditional Pattern

Functional Beauty

To communicate the essence of the Japanese sense of beauty and convey a sense of authenticity, I wanted to apply the functional forms of beauty, which can be seen throughout the culture. The form of the outside box and its multiple-level structure were inspired by the Jyubako box (lacquer boxes), which is one of the traditional items that carry history as a traditional craft with its functional beauty and has played an important part in Japanese culinary culture.

Traditional Patterns

Assigning a symbol extracted from Japanese traditional patterns and specified color to each kind of tea helps users distinguish different types of teas instinctively and promotes the recognition of varieties of Japanese tea.

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<Functional beauty＞

To communicate the essence of the Japanese sense of beauty and convey a sense of authenticity, I wanted to apply the functional forms of beauty, which can be seen throughout the culture. The form of the outside box and its multiple-level structure were inspired by the Jyubako box (lacquer boxes), which is one of the traditional items that carry history as a traditional craft with its functional beauty and has played an important part in Japanese culinary culture.

Traditioal Patterns

To communicate the essence of the Japanese sense of beauty and convey a sense of authenticity, I wanted to apply the functional forms of beauty, which can be seen throughout the culture. The form of the outside box and its multiple-level structure were inspired by the Jyubako box (lacquer boxes), which is one of the traditional items that carry history as a traditional craft with its functional beauty and has played an important part in Japanese culinary culture.

Functional beauty    x    Traditional pattern    x    Yakuhou

The Solution

Functional beauty

X

Traditional Pattern

X

Yakuhou

● The Goal & Challenges :

Goal

To be positioned as a perfect way to introduce the target audience, or people around them to the extraordinary experience of Japanese tea by catching their eyes with unique packaging solutions to grow green tea lovers in the target demographic.

Challenges 

  1. Evoke the sense of Japanese traditional beauty and authenticity while keeping it contemporary to attract the target demographic.
 
  1. Design a product packaging that’s convenient for the users in terms of preparation of the teas and functionality to fit in the high-paced busy life of the target audience.
 
  1. Increase the awareness of varieties of Japanese teas and the difference between each tea. 

Target Audience :

Young professionals in the creative fields who are always on the go and might not necessarily be a frequent consumer of Japanese green teas.

interests: dining, fashion, music travel, drinking, networking, movies

ages: 25 – 34

Occupations: Fashion related, Designers, Creatives, Artists, DJs, Hairdresser, Interior coordinators, wedding planner, Aromatherapists, Musicians, Photographers, Dancers, Architects, Stylist, Nail technician, Pastry chef

Likes: Music, Cafes, Sushi, Watches, Clothes, Healthy foods, Alcohols, Designers furniture… 

Interests:  dining, fashion, music travel, drinking, networking, movies

Ages:  25 – 34

Occupations: Fashion related, Designers, Creatives, Artists, DJs, Hairdresser, Interior coordinators, wedding planner, Aromatherapists, Musicians, Photographers, Dancers, Architects, Stylist, Nail technician, Pastry chef

Likes:  Music, Cafes, Sushi, Watches, Clothes, Healthy foods, Alcohols, Designers furniture…  

A little bit About Us

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About OKAMI : Backgrand Story

Traditional Pattern