Brief Explanation

One of the most challenging was developing the materials of packages keeping quality of tea sensitive to moisture, which was difficult but such an interesting experience. Not only making package design simple and sophisticated, but also successfully having called a good attention to target customers under the fact of marketing research by the re-organized product lines.

The Brief

Our client’s demands were; 1.To create a brand new image with a renewal of packages at the 150th anniversary 2.To reduce and organize lines of packages accumulated over the years of doing business 3.To target younger generations 4.To encourage simple wrapping.

How the final design was conceived

Located in the center of very famous ancient Kyoto, Tsujiri has been using traditional and stereotype style of designs following the customs of the industry. As a result of pursuing the pleasure of selecting any combination, led to the cubic. Moreover, keeping not to loose dignified elegance as a well-established company, we brought the essence of “Origami”, Japanese traditional paper folding to the package. It made possible to give a perfect balance between new and old.

Indication of how successful the outcome was in the market

While it has cut the cost of packages for all products, the number of visitors has been extended compared to last year especially among the F1 customers, twenties and thirties female defined as the core target. Additionally, the number of items per one shopping has been increased and its effect is especially remarkable for high priced lines of products.