Bronze Spike
Product / ServiceTEA
CategoryE02. Drinks
Entrant Company HAKUHODO Tokyo, JAPAN
Advertising Agency HAKUHODO Tokyo, JAPAN


Name Company Position
Yuki Sugiyama Hakuhodo inc. Art Director
Kanako Ishioroshi Hakuhodo inc. Copywriter
Mariko Fujimoto Hakuhodo inc. Copywriter
Tomoko Shimamura Hakuhodo Product's Photographer
Hisashi Ootsu Hakuhodo Product's Photographer

Brief Explanation

The client wanted people to enjoy its fine tea on more occasions, so they asked us to come with a new idea on how to serve it.

The Brief

The client was launching a new brand of tea, and we were asked to come up with an original idea to differentiate it from the other myriad brands already out there.

How the final design was conceived

With tea time stories, you get to enjoy not just the flavor and aroma of the tea but also the time you spend waiting for it to brew. We redesigned the traditional tea bag into a pop-up picture book. We curved delicate cut out lines on the tea bag’s tags, so that the figures come to life when they are cut out and set upright. We also wrote stories and titles that match the figures on each package.

Indication of how successful the outcome was in the market

People made special gifts of the tea: a treat for wedding guests to take home, a party gift, a token of gratitude in return for a present to a student successfully entering school or university. The tea bags were also featured in a design magazine immediately after their release.